Search Results

Creator:

Smithsonian Institution Archives  Search this

Type:

YouTube Videos

Uploaded:

2020-12-28T17:49:21.000Z

YouTube Category:

Education  Search this

Topic:

Museum administration  Search this

See more by:

SIArchives

Data Source:

Smithsonian Institution Archives

YouTube Channel:

SIArchives

EDAN-URL:

edanmdm:yt_mXYWG4rQnC0

Creator:

Ayer (N W) Incorporated.  Search this

Names:

American Telephone and Telegraph Company -- Advertisements  Search this

Cunningham & Walsh.  Search this

Hixson & Jorgenson  Search this

United Air Lines, Inc. -- Advertisements  Search this

Ayer, Francis Wayland  Search this

De Kooning, Willem, 1904-1997  Search this

O'Keeffe, Georgia, 1887-1986  Search this

Extent:

270 Cubic feet (1463 boxes, 33 map-folders, 7 films)

Type:

Collection descriptions

Archival materials

Business records

Interviews

Oral history

Print advertising

Proof sheets

Proofs (printed matter)

Scrapbooks

Trade literature

Tear sheets

Advertisements

Date:

1817-1851

1869-2006

Summary:

Collection consists of records documenting one of the oldest advertising agencies created in Philadelphia. The company then moves to New York and expanses to international markets. During its history NW Ayer & Sons acquires a number of other advertising agencies and is eventually purchased. The largest portion of the collection is print advertisements but also includes radio and television. NW Ayer is known for some of the slogans created for major American companies.

Scope and Contents:

The collection consists primarily of proof sheets of advertisements created by NW Ayer & Son, Incorporated for their clients. These materials are in series one through thirteen and consist primarily of print advertisements. There are also billboards, radio and television commercials. The advertisements range from consumer to corporate and industrial products. The majority of the advertisements were created for Ayer's New York, Chicago, Los Angeles and international offices. Printed advertisements created by Cunningham & Walsh, Hixson & Jorgensen and Newell-Emmett are also included among these materials. Researchers who are interested in records created by Ayer in the course of operating an advertising agency will find these materials in Series fourteen-nineteen.

Series fourteen consists of advertisements created by NW Ayer & Son to promote their services to potential clients.

Series fifteen are scrapbooks of some of the earliest advertisements created by the company. Series sixteen are publications. Some of the publications were created by Ayer while others were about Ayer or the advertising industry in general. Provides good background materials and puts the company in perspective. Series eighteen are the legal records. Materials relating to employees including photographs, oral histories etc. are found in series nineteen.

Series twenty is one of the smallest amounts of materials and includes information relating to the history of NW Ayer & Son.

The container lists for series one-thirteen are part of a database and are searchable. The list has been printed for the convenience of the researcher and is included in this finding aid. Series fourteen-twenty container lists are also a part of the finding aid but are not in a searchable format.

Series 1, Scrapbooks of Client Advertisements, circa 1870-1920, is arranged into three boxes by chronological date. There are two bound scrapbooks and one box of folders containing loose scrapbook pages. NW Ayer & Son compiled an assortment of their earliest ads and placed them into scrapbooks. Besides the earliest advertisements, the scrapbooks contain requests to run advertisements, reading notices and listings of papers Ayer advertised in. The early advertisements themselves range from medical remedies to jewelry to machines to clothing to education and more. Most of the advertisements in the bound scrapbooks are dated.

Series 2, Proofsheets, circa 1870-1930, NW Ayer was fond of creating scrapbooks containing proofsheets. The series contains proofsheets created between 1892 and 1930, organized into 526 boxes. For convenience of storage, access and arrangement, the scrapbooks were disassembled and the pages placed in original order in flat archival storage boxes. The proofsheets are arranged by book number rather than client name. Usually the boxes contain a listing of the clients and sometimes the dates of the advertisements to be found within the box.

Series 3, Proofsheets, circa 1920-1975, is organized into 532 oversize boxes, and contain proofsheets and tearsheets created between 1920 and 1972. Within this series, materials are arranged alphabetically by company name (occasionally subdivided by brand or product), and thereunder chronologically by date of production. Many major, national advertisers are represented, including American Telephone & Telegraph, Armour Company, Canada Dry, Cannon Mills, Carrier Corporation, Domino Sugar, Caterpillar tractor company, Ford Motor Company, General Electric, Goodyear, Hills Bros. Coffee, Ladies Home Journal, National Dairy, Plymouth (Chrysler Corporation), Steinway, TV Guide, United Airlines and the United States Army. Also contained in this series are three scrapbooks of client advertisements including Canada Dry, Ford Motor, and Victor Talking Machine.

Series 4, 2001 Addendum, circa 1976-2001, is organized into ninety three oversized boxes,one folder and contains proofsheets for select Ayer clients, created between 1975 and 2001. Within this series, materials are arranged alphabetically by client name and there under chronologically by date of production. Major national advertisers represented include American Telephone & Telegraph, Avon, the United States Army, DeBeers Consolidated Diamond Mines, Dupont, TV Guide, Sealtest, Kraft Foods, Gillette, General Motors, Cannon Mills.

Series 5, Billboards, circa 1952-1956, consists of mounted and un-mounted original art/mock-ups. Twenty-two pieces of original art created as mock-ups for Texaco billboards.

Series 6, Film and Video Commercials, 1967-1970,

Series 7, Radio and Television Materials, 1933-1993, undated, is arranged into eight boxes and includes radio scripts, television scripts, and story boards for commercials.

Subseries 7.1, Scripts and storyboards for Radio and Television Commercials, dates Scripts for radio and television commercials includes title, date, length of commercial, advertising agency, client information

NW Ayer's radio and television materials mainly focus on the American Telegraph and Telephone account. Some of Ayer's materials relate to Bell Telephone Hours.

Storyboards are used in television and film to assist the director in working with crew to tell the story. To show the viewer through the use of figures, visual effects and camera angles. When directors first start thinking about their storyboard they create a story in their mind. They think of all the camera angles, visual effects and how the figures will interact in their mind. They try to create an extraordinary story in their head to attract the viewer (YOU) In order for the storyboard to be entirely effective it can't be a passive document. When done properly, a storyboard serves as a central design, meeting the needs of many team members including graphics artists, video personnel and programmers.

Another function of a storyboard is to help the team communicate during the training development process. This communication is very important in working with a large team as in the movie King, produced in 1996. Figures help the director explain to the crew how they are going to record the film and how to present it to the audience. Sometimes the director wants special effects to be added to the film, but his budget might not be that big so the director will have to change the story to fit their budget.

The Visual Effects are an important part in the storyboards it adds a special touch of creativity to your film. Camera angles are an important expects in your film because the camera angles determine where the viewing audience will look. If you want your audience to look at a certain object you must turn their attention to it by focusing on that object and maybe you might try blocking something out. Then you will have your audience's attention and you may do whatever else you have to, it could be scaring them are just surprising them or whatever you do.

Also included is talent information and log sheets relating to the storage of the commercials.

Bell Telephone Hour Program, 1942-[19??], The Bell Telephone Hour, also known as The Telephone Hour, was a five minute musical program which began April 29, 1940 on National Broadcasting Company Radio and was heard on NBC until June 30, 1958. Sponsored by Bell Telephone showcased the best in classical and Broadway music, reaching eight to nine million listeners each week. It continued on television from 1959 to 1968.

Earlier shows featured James Melton and Francia White as soloists. Producer Wallace Magill restructured the format on April 27, 1942 into the "Great Artists Series" of concert and opera performers, beginning with Jascha Heifetz. Records indicate that the list of talents on the program included Marian Anderson, Helen Traubel, Oscar Levant, Lily Pons, Nelson Eddy, Bing Crosby, Margaret Daum, Benny Goodman, José Iturbi, Gladys Swarthout and .The series returned to radio in 1968-1969 as Bell Telephone Hour Encores, also known as Encores from the Bell Telephone Hour, featuring highlights and interviews from the original series.

National Broadcasting television specials sponsored by the Bell System, 1957-1987includes information relating to Science series, Bell system Theshold Series, Bell telephone hour and commercial and public sponsored programs

Series 8, Chicago Office Print Advertisements, 1954-1989, is arranged alphabetically by the name of the client in ninety boxes and six oversize folders. Clients include Illinois Bell Telephone (1955-1989), Microswitch (1969-1989), Teletype (1975-1984), John Deere (1974-1989) and Caterpillar (1966-1972) are particularly well represented. Other clients of interest include Dr. Scholl's shoes (circa 1968-1972), the Girl Scouts (1976-1980), Sunbeam Personal Products Company (1973-1981), Bell and Howell (1974-1983) and Alberto Culver shampoos (1967-1971), Honeywell, Incorporated, Blue Cross and Blue Shield Associations, Kraft, Incorporated, Sears, Roebuck and Company, and YMCA.

Series 9, Los Angeles Office Materials, 1950s-1987, include printed advertisements created by this office and information relating to the employees.

Subseries 9.1, Print Advertisements, 1977-1987, printed advertisements arranged in one box alphabetically by client. There is a sparse sampling of clients from this particular Ayer branch office. The majority of the advertisements contained within this series are from Pizza Hut (1986-1987). Also included are Computer Automation (1977-1978), State of the Art, Incorporated (1982) and Toshiba (1986).

Subseries 9.2, Personnel Files, 1950s-1970s, includes cards of employees who worked in the Los Angeles office. Information on the cards includes name, address, telephone number, birthday, date hired, departure date and why (retired, terminated, resigned, etc) and position. Not all cards have all information. There is also a photograph of the employees on the cards.

Series 10, Foreign Print Advertisements, 1977-1991, undated, NW Ayer maintained partnerships with international companies such as Sloanas Ayer in Argentina, Connaghan & May Paton Ayer in Australia, Moussault Ayer in Belgium, NW Ayer, LTD. in Canada, GMC Ayer in France, Co-Partner Ayer in Germany, Wong Lam Wang in Hong Kong, MacHarman Ayer in New Zealand, Grupo de Diseno Ayer in Spain, Nedeby Ayer in Sweden, and Ayer Barker in United Kingdom. This group of material is a small sampling of advertisements created from these International offices. It is arranged alphabetically by client. There are quite a few automobile advertisements (i.e. Audi, Fiat, General Motors, Mercedes-Benz, and Volkswagen). In addition there are numerous advertisements for various personal items from MacLean's toothpaste to Quick athletic shoes to Labello lip balm, etc. Most of the advertisements have the creator's name printed on the advertisements.

Series 11, Cunningham & Walsh, Incorporated Materials, 1915-1987, undated contains 98 boxes 11 folders materials from the New York advertising agency acquired by NW Ayer in the 1960s. The company began with Newel-Emmett, an agency of nine men which broke up in 1949. Two of the men Fred Walsh and Jack Cunningham formed this agency in bearing their names in 1950. The agency created "let your fingers for the walking campaign for American Telephone & Telegraph, Mother Nature for Chiffon, and Mrs. Olson for Folgers's coffee and let the good times roll for Kawasaki motorcycle. In 1986, NW Ayer Incorporated purchased Cunningham & Walsh Incorporated.

Subseries 11.1, Print Advertisements, 1915-1987, are contained in ninety eight boxes of primarily print advertisements arranged alphabetically by client name. Clients that are particularly well represented are Graybar (electrical implements, circa1926-1937), Johns-Manulle (circa1915-1971), Smith and Corono typewriters (circa 1934-1960), Sunshine Biscuit Company (circa 1925-1961), Texaco Company (circa 1936-1961), Western Electric (circa 1920- 1971) and Yellow Pages (circa 1936-1971). Cunningham and Walsh also represented several travel and tourism industry clients, including Cook Travel Services (circa 1951-1962), Italian Line (circa 1953-1961), Narragansett and Croft (circa 1956-1960) and Northwest Airlines (circa 1946-1955). There are photographs of Texaco advertisements dating from 1913-1962. There is also a scrapbook of advertisements from the Western Electric Company dating from 1920-1922.

Subseries 11.2, Radio and Television Advertisements, 1963-1967, consist of materials created for Western Electric. Materials are arranged in chronological order.

Subseries 11.3, Company Related Materials, 1962-1986, undated include client lists, information relating to NW Ayer purchase and annual report 1962.

Series 12, Hixson & Jorgensen Materials, 1953-1971, a Los Angeles advertising company, merged with Ayer in 1969. This series is housed in one box. Within the box are four scrapbooks and folders with a hodgepodge of materials relating to advertising. Of most interest are the scrapbooks. Two scrapbooks deal with Hixson and Jorgensen's self promotion ad campaign "the right appeal gets action" (1953-1957). The other two scrapbooks contain news clippings about the company and its activities (1959-1971).

Series 13, Newell-Emmet, 1942-1957, founded in 1919 and governed in the 1940s by a partnership of nine men. The partnership broke up in 1949 when the men went their separate ways. The materials consist of print advertisements for one of client, Permutit Company, a water conditioning company. The materials are arranged in one box in chronological order.

Series 14, House Print Advertisements, 1870-1991, 16 boxes consists of advertisements or self-promotion advertisements to campaign for new clients. The series is arranged chronologically by date into fifteen boxes. Within the series are two scrapbooks containing self promotion ads from 1888-1919 and 1892-1895. Numerous house ads relate to Ayer's "Human Contact" campaign. In addition to the self promotion ads, Ayer ran advertisements expounding about particular concepts or themes for example, one month the concept would "understand" while another month would be "teamwork" and yet another would be on "imagination". Some of the self promotion ads target specific groups like Philadelphia businessmen. Other advertisements incorporate the fine arts.

Series 15, Scrapbooks, 1872-1959, relates to company events, records and news clippings about Ayer's history. The six boxes are arranged by chronological date. Two of the boxes focus solely on the death of founder F.W. Ayer (1923). Another box houses a scrapbook that showcases Ayer's annual Typography Exhibition (1931-1959). One box contains a scrapbook that specifically deals with correspondences relating to Ayer's advertising. Yet another box's contents are folders of loose pages from scrapbooks that have newspaper clippings, order forms, correspondences and other company records. In one box, a bound scrapbook houses a variety of materials relating to Ayer and advertising (i.e. newspaper clippings, competitor's advertisements, NW Ayer's advertisements, correspondences for advertisements, clippings regarding the "theory of advertising."

Series 16, Publications, 1849-2006, are housed in thirty four boxes and are arranged into three main categories.

Subseries 16.1, House Publications, 1876-1994, covers diverse topics; some proscriptive works about the Ayer method in advertising, some commemorating people, anniversaries or events in the life of the agency. Materials consist of scattered issues of the employee newsletter The Next Step 1920-1921. The materials are arranged in chronological order by date of publication. Ayer in the News, The Show Windows of an Advertising Agency, 1915, book form of advertisements published on the cover of Printer's Ink, highlighting Ayer's relations with advertisers. The Story of the States, 1916, Reprint in book form of a series of articles published in Printer's Ink for the purpose of adding some pertinent fact, progressive thought and prophetic vision to the Nationalism of Advertising highlights major businesses, manufacturer, natural resources and other qualities or attractions of each state. The Book of the Golden Celebration, 1919, includes welcome address and closing remarks by founder F. Wayland Ayer, The Next Step, 1920 employee newsletter with photographs, employee profiles, in-house jokes, etc., Advertising Advertising: A Series of Fifty-two Advertisements scheduled one time a week. Twenty-seven, thirty and forty inches, a day of the week optional with publisher, 1924

Subseries 16.2, Publications about NW Ayer, 1949-2006, includes a book first published in 1939. Includes articles, documenting events and is arranged chronologically by date of publication.

Subseries 16.3, General Publications about Advertising, 1922-1974, are arranged chronologically by date of publication and relate primarily to the history of advertising.

Subseries 16.4, Publications about Other Subjects, 1948-1964, include four books about the tobacco industry primarily the history of the American Tobacco Company and Lorillard Company from the Cunningham and Walsh library.

Series 17, Business Records, circa 1885-1990s

Subseries 17.1, Contracts, 1885-1908, undated, are arranged alphabetically and span from 1885-1908. The majority of the contracts are with newspaper and magazine publishers from around the country.

Subseries 17.2, General client information, 1911-1999, undated, including active and cancelled lists with dates, client gains, historical client list, (should move this to series 20) Ayer Plan User Guide Strategic Planning for Human Contact, undated

Subseries 17.3, Individual Client Account Information, 1950s-1990s, undated, contain information used by Ayer to create advertisements for some of its clients. American Telephone &Telegraph Corporate Case History, American Telephone &Telegraph Corporate advertisement memo, commissioned artists for DeBeers advertisements, DeBeers information relating to the creative process and photography credits, a case history for DeBeers Consolidated Mines, Ltd., The Diamond Engagement Ring, Managing Communication at all levels, DuPont publications, JC Penny Marketing Communication Plan Recommendation, Leaf, Incorporated, Saturn presentation, and USAREC oral presentation.

Subseries 17.4, Potential Clients, 1993, includes grouping has a questionnaire sent to Ayer by a potential client. Questionnaire response for Prudential Securities, 1993 Prudential Securities advertising account review, 1993.

Subseries 17.5, Financial Records, 1929-1938, includes balance sheet, 1929 May 1 Balance sheet and adjustments Consolidated statement of assets and liabilities, Expenses 191936-37 Business review and expenses, 1937 and 1938 Business review and expenses comparative statement, 1937 and 1938.

Series 18, Legal Records, circa 1911-1982, Ayer's legal records are arranged by twelve subject groupings within four boxes. The twelve groupings are advertising service agreements (circa 1918-1982), bylaws, copyright claims, correspondences, international correspondences, dissolution of trusts, stock information, agreements between partners, incorporation materials, reduction of capital, property information and miscellaneous materials. The bulk of the materials are the advertising service agreements. These agreements are between Ayer and their clients and state the services Ayer will offer and at what cost. The bylaws are Ayer's company bylaws from 1969 and 1972. The copyright claims are certificates stating Ayer's ownership over certain published materials (i.e. "Policy", Media Equalizer Model, and Don Newman's Washington Square Experiment). The correspondences relate to either the voting trust and receipts for agreement or the New York Corporation. The international correspondences are from either Ayer's Canadian office or London office. The dissolutions of trusts contains materials about the dividend trust of Wilfred F. Fry, the investment trust of Winfred W. Fry, the voting trust, and the New York corporation. The stock information has stock certificates and capital stock information. The agreements between partners (1911-1916) specify the terms between F.W. Ayer and his partners. The incorporation materials (circa 1929-1977) deal with Ayer advertising agency becoming incorporated in the state of Delaware. The reduction of capital grouping is a notification that shares of stock have been retired. The property information grouping contains property deeds and insurance policy (circa 1921-1939), a property appraisal (1934), and a bill of sale (1948). The miscellaneous grouping contains a house memo regarding a set of board meeting minutes and a registry of foreign companies in Commonwealth of Pennsylvania (1929-1954).

Subseries 18.1, Advertising Service Agreements, 1918-1982

Subseries 18.2, Bylaw Materials, 1969-1972

Subseries 18.3, Copyright Claims, 1962-1969

Subseries 18.4, Correspondence, 1928-1933

Subseries 18.5, International Office Correspondence, 1947-1948

Subseries 18.6, Dissolution of Trusts, 1934-1937

Subseries 18.7, Stock Information, 1934-1974

Subseries 18.8, Agreements between Partners, 1911-1916

Subseries 18.9, Incorporation Materials, 1929-1977

Subseries 18.10, Certificates of Reduction of Capital, 1937; 1975

Subseries 18.11, Property Information, 1921-1948

Subseries 18.12, Miscellaneous Materials, 1929-1977

Series 19, Personnel Records, circa 1889-2001, are arranged into eight groupings within eight boxes. The groupings are employee card files, photographs, Ayer alumni, biographies, speeches, recollections, oral histories, and miscellaneous. Typed manuscript of book A Copy Writer Speaks by George Cecil, NW Ayer, Incorporated copy head 1920s-1950s

Subseries 19.1, Employee card files, circa 1892-1915; 1929-1963, consists of index cards with the name, age, job title, date and wage increases, date of hire/fire, as well as remarks about the employee's service and/or reasons for seeking or leaving the job. Materials are arranged alphabetically by the last name of the employee within three boxes.

Subseries 19.2, Photographs, circa 1924-1984, undated, are housed in two boxes. The photographs grouped together by subjects i.e. personnel, company events, Ayer buildings, and miscellaneous. This grouping primarily consists of personnel photographs. Includes a glass plate negative dated 1924 of NW Ayer.

Subseries 19.3, Ayer Alumni, circa 1989-98, include employees who have left Ayer. There is a listing of Ayer "graduates" and their current job. Emeritus, Ayer's alumni newsletter 1989-1996, makes up the majority of materials in this grouping. The newsletter keeps the alumni up to date with the happenings of Ayer and what has become of former Ayer employees. Emeritus is a quarterly newsletter devoted to the activities, thoughts and feelings of Ayer alumni a body of people who consists of retirees and former employees.

Subseries 19.4, Biographical Information, circa 1889-1994, undated, prominent members of Ayer's operations had biographical sketches completed of them. This was true for the bio sketches of Robert Ervin, Louis T. Hagopian, and George A. Rink. There is a substantial file on Dorothy Dignam ("Mis Dig"), a leading woman in the advertising world from the 1930s to the 1950s. Also of interest is a video ("The Siano Man") compiled by Ayer employees to commemorate Jerry Siano's retirement from Ayer in 1994. The series is arranged alphabetically by last name.

Subseries 19.5, Speeches, circa 1919-1931; 1975, contains speeches made by Wilfred W. Fry and Neal W. O'Connor. Wilfred W. Fry had various speaking engagements connected with Ayer. Contained in this group is a sampling of his speeches from 1919 to 1931. Neal O'Connor's speech "Advertising: Who Says It's a Young People's Business" was given at the Central Region Convention for the American Association of Advertising Agencies in Chicago on November 6, 1975. The speeches are arranged alphabetically by the speaker's last name.

Subseries 19.6, Recollections, 1954-1984, undated, are arranged alphabetically by last name. These are recollections from Ayer employees about the company and its advertisements. Some recollections are specifically about certain types of advertisements, like farm equipment while others reflect on F. W. Ayer and the company.

Subseries 19.7, Oral History Interview Transcripts, 1983-1985; 1989-1991, include interviews with key NW Ayer personnel, conducted by Ayer alumnae Howard Davis, Brad Lynch and Don Sholl (Vice President creative) for the Oral History Program. The materials are arranged alphabetically by the last name of the interviewee.

Subseries 19.8, Oral History Interview Audio Tapes, 1985-1990, include interviews on audiotape the materials are arranged alphabetically by the last name of the interviewee.

Subseries 19.9, Internal Communications, 1993-1999, includes information sent to employees relating to retirements, management changes, awards won by the company, promotions, potential new accounts, free items, grand opening of Ayer Café, donation events, sponsorship programs, holiday schedules, discounts for employees from clients, Ayer joins MacManus Group.

Subseries 19.10, General Materials, 1940; 1970, includes agency directory entry including a list of the employees, 1970s, annual banquet program for the Curfew Club May 22, 1940 a group formed by the Philadelphia employee in 1938. It sponsored numerous sports, social and educational activities. Groups were formed in public speaking, music appreciation and a series of talks on Monday evenings title the modern woman. The front page was a series of talks for general interest. A list of officers, 1991, Twenty five year club membership, 1973 December 1, List of NW Ayer graduates, 1970, List of Officers, 1991 May 31, Obituary for Leo Lionni, 1999 October 17, List of photographers of advertisements, 2001

Series 20, Background and History Information, 1817-1999, undated includes a chronology, 1817-1990, quick reference timeline, 1848-1923, loose pages from a scrapbook containing examples of correspondence, envelopes, advertisements dating from 1875-1878; slogans coined by NW Ayer & Sons, Incorporated, 1899-1990, history of management, 1909-1923, articles and photographs about the building and art galleries, 1926-1976, publications about the Philadelphia building, 1929, pamphlet relating to memories of NW Ayer & Sons, Incorporated, 1930s-1950s, television history, 1940-1948, Article about the history of the company, 1950 January, pocket guide, 1982, AdWeek reports about standings for advertising agencies, information relating to Human Contact which is NW Ayer's Information relating to Human Contact, undated which is their philosophy on advertising.

Series 21, Materials Created by other Advertising Agencies, 1945-1978, undated, consists of print advertisements collected by Ayer from other major advertising companies. The companies include Doyle Dane Bernback, Incorporated, Leo Burnett Company, Grey Advertising Agency, D'Arcy Ad Agency, Scali, McCabe, Sloves, Incorporated and Erwin Wasey Company. The materials are arranged in alphabetical order by client and include products from Ralston Purina and Van Camp (Chicken of the Sea), Kellogg, American Export Lines and No Nonsense Fashions.

Series 22, 2010 Addendum of Print Advertisements, circa 1879s-1999, undated, includes material given to the Archives Center in 2010. It is organized into seventy one oversized boxes and contains proofsheets of print advertisements for select Ayer clients. These are arranged alphabetically by client name and include substantial quantities of materials from American Telephone &Telegraph (1945-1996), Bahamas Ministry of Tourism (1967-1987), Carrier (1971-1981), Citibank (1973-1991), DeBeers (1940s-1960s and1990s), Electric Companies Advertising Program [ECAP] (1942-1970s), General Motors (1989-1998), J.C. Penney (1983-1986), Newsweek (1966-1975), and Proctor and Gamble (1980s-1890s). There are also numerous other clients represented by smaller quantities of materials.

Subseries 22.1, Print Advertisements, 1930-1990, undated

Subseries 22.2, Print Advertisements on Glass Plate Negatives, 1879-1881, undated, include Cannon towels, Cheny Brothers silks, Cornish & Company organs and pianos, Enterprise Manufacturing Company, 1879 sad iron, an ad from Harper's Weekly 1881 for ladies clothing, Ostermoor & Company mattresses, Pear's soap, Porter's cough balsam, Steinway pianos.

Series 23, Microfilm of Print Advertisements, circa 1908-1985, consists of three boxes of printed advertisements for the American Telephone and Telegraph Company. Some of the same advertisements might also be found in series two, three and four.

Arrangement:

The collection is arranged into twenty-three series.

Series 1: Scrapbooks of Client Print Advertisements, circa 1870-1920

Series 2: Proofsheets, circa 1870-1930

Series 3: Proofsheets, circa 1920-1975

Series 4: 2001 Addendum, circa 1976-2001

Series 5: Billboards, circa 1952-1956

Series 6: Audiovisual Materials

Series 7: Radio and Television Materials, 1933-1993, undated

Series 8: Chicago Office Print Advertisements, 1954-1989

Series 9: Los Angeles Office Materials, 1950s-1987

Subseries 9.1: Printed Advertisements, 1977-1987

Subseries 9.2: Personnel Files, 1950s-1970s

Series 10: Foreign Print Advertisements, 1977-1991, undated

Series 11: Cunningham & Walsh Incorporated Materials, 1915-1987, undated

Subseries 11.1: Printed Advertisements, 1915-1987

Subseries 11.2: Radio and Television Advertisements, 1963-1967

Subseries 11.3: Company Related Materials, 1962-1986, undated

Series 12: Hixson & Jorgensen Materials, 1953-1971, undated

Series 13: Newell-Emmet, 1942-1957

Series 14: House Print Advertisements, 1870-1991

Series 15: Scrapbooks, 1872-1959

Series 16: Publications, 1849-2006

Subseries 16.1: House Publications, 1876-1994

Subseries 16.2: Publications about NW Ayer, 1949-1995

Subseries 16.3: General Publications about Advertising, 1922-2006

Subseries 16.4: Publications about other Subjects, 1948-1964

Series 17, Business Records, circa 1885-1990s

Subseries 17.1: Contracts, 1885-1908, undated

Subseries 17.2: General Client Information, 1911-1999, undated

Subseries 17.3: Individual Client Account Information, 1950s-1990s, undated

Subseries 17.4: Potential Clients, 1993

Subseries 17.5: Financial Records, 1929-1938

Series 18: Legal Records, circa 1911-1984

Subseries 18.1: Advertising Service Agreements, 1918-1982

Subseries 18.2: Bylaw Materials, 1969-1972

Subseries 18.3, Copyright Claims, 1962-1969

Subseries 18.4: Correspondence, 1928-1933

Subseries 18.5: International Office Correspondence, 1947-1948

Subseries 18.6: Dissolution of Trusts, 1934-1937

Subseries 18.7: Stock Information, 1934-1974

Subseries 18.8: Agreements between Partners, 1911-1916

Subseries 18.9: Incorporation Materials, 1929-1977

Subseries 18.10: Certificates of Reduction of Capital, 1937; 1975

Subseries 18.11: Property Information

Subseries 18.12: Miscellaneous Materials, 1929-1977

Series 19: Employee Materials, circa 1889-2001

Subseries 19.1: Employee Card files, circa 1892-1915; 1929-1963

Subseries 19.2: Photographs, circa 1924-1984, undated

Subseries 19.3: Alumni Publications, circa 1989-1998

Subseries 19.4: Biographical Information, circa 1889-1994

Subseries 19.5: Speeches, circa 1919-1931; 1975

Subseries 19.6: Recollections, 1954-1984, undated

Subseries 19.7: Oral History Interview Transcripts, 1983-1985; 1989-1991

Subseries 19.8: Oral History Audiotapes, 1985-1990

Subseries 19.9: Internal Communications, 1993-1999

Subseries 19.1: General Materials, 1940-2001

Series 20: History and Background Information about the Company, 1817-1999, undated

Series 21: Materials Created by other Advertising Agencies, 1945-1978, undated

Series 22: 2010 Addendum of Print Advertisements, circa 1879s-1990s, undated

Subseries 22.1: Print Advertisements, 1930-1990, undated

Subseries 22.2: Print Advertisements on Glass Plate Negatives, 1879-1881, undated

Series 23: Microfilm of Print Advertisements, circa 1908-1985

Biographical / Historical:

Founded in Philadelphia in 1869, NW Ayer & Son is one of the oldest and largest advertising agencies in America. For most of its history, it was the undisputed leader and innovator in the field of advertising. In 1876, NW Ayer & Son pioneered the "open contract", a revolutionary change in the method of billing for advertising which became the industry standard for the next hundred years. NW Ayer pioneered the use of fine art in advertising and established the industry's first art department. It was the first agency to use a full-time copywriter and the first to institute a copy department. The agency relocated to New York City in 1974. During its long history, the agency's clients included many "blue-chip" clients, including American Telephone & Telegraph, DeBeers Consolidated Diamond Mines, Ford Motor Company, Nabisco, R. J. Reynolds and United Airlines. However, in later years, the Ayer's inherent conservatism left the agency vulnerable to the creative revolution of the 1960s and 1970s, the advertising industry restructuring of the 1980s and the economic recession of the early 1990s. The agency was bought out by a Korean investor in 1993. In 1996, NW Ayer merged with another struggling top twenty United States advertising agency, Darcy, Masius, Benton & Bowles, under the umbrella of the McManus Group. Ayer continues to operate as a separate, full-service agency.

Through a series of buyouts and mergers, Ayer traces its lineage to the first advertising agency founded in the United States, a Philadelphia agency begun by Volney Palmer in 1841. Palmer began his career in advertising as a newspaper agent, acting as middleman between newspaper publishers and advertisers across the country. By 1849, Palmer had founded his own newspaper, V. B. Palmer's Register and Spirit of the Press, and had developed a complete system of advertising which included securing advertising space and placing ads in scores of commercial, political, religious, scientific and agricultural journals across the country. Palmer went one step further than the "space jobbers" of the day when he began offering "advertisements carefully drawn for those who have not the time to prepare an original copy." Always an enthusiastic promoter of advertising as an incentive to trade and American economic growth, Palmer promised advertisers that "every dollar paid for advertising in country newspapers will pay back twenty-fold" and encouraged skeptical consumers that "he who wishes to buy cheap should buy of those who advertise." When Palmer died in 1863, the agency was bought by his bookkeeper, John Joy, who joined with another Philadelphia advertising agency to form Joy, Coe & Sharpe. That agency was bought out again in 1868 and renamed Coe, Wetherill & Company. In 1877, Coe, Wetherill and Company was bought out by the newly formed NW Ayer & Son.

Francis Wayland Ayer was an ambitious young schoolteacher with an entrepreneurial streak. Having worked for a year soliciting advertisements on a commission basis for the publisher of the National Baptist weekly, Francis Ayer saw the potential to turn a profit as an advertising agent. In 1869, Ayer persuaded his father, Nathan Wheeler Ayer, to join him in business, and with an initial investment of only $250.00, NW Ayer & Son was born. Notwithstanding a smallpox epidemic in Philadelphia in 1871 and the general economic depression of the early 1870s, the agency flourished. The senior Ayer died in 1873, leaving his interest in the agency to his wife, but Francis W. Ayer bought her out, consolidating his interest in the company's management. In 1877, with Coe, Wetherill & Company (the successor to Palmer's 1841 agency) on the verge of bankruptcy and heavily indebted to Ayer for advertising it had placed in Ayer publications, Ayer assumed ownership of that agency. Thus did NW Ayer lay claim to being the oldest advertising agency in the country.

Both Nathan Wheeler and Francis Wayland Ayer began their careers as schoolteachers, and one of their legacies was a commitment to the cause of education: correspondence schools and institutions of higher learning were historically well-represented among Ayer clients. Just after World War I, the agency was heralded as "co-founder of more schools than any citizen of this country" for its conspicuous efforts to advertise private schools. Well into the 1960s, an "Education Department" at Ayer prepared advertisements for over three hundred private schools, camps and colleges, representing almost half the regional and national advertising done for such institutions. In fact, to its clients Ayer presented advertising itself as being akin to a system of education. In 1886, Ayer began promoting the virtues of the Ayer way advertising with the slogan, "Keeping Everlastingly at It Brings Success."

The agency's goals were simple: "to make advertising pay the advertiser, to spend the advertiser's money as though it were our own, to develop, magnify and dignify advertising as a business." Initially, Ayer's fortunes were tied to newspapers, and the agency began to make a name for itself as compiler and publisher of a widely used American Newspaper Annual. During the first years, Ayer's singular goal was "to get business, place it [in newspapers] and get money for it"; after several years as an independent space broker, however, Francis Ayer resolved "not to be an order taker any longer." This decision led NW Ayer and Son to a change in its mode of conducting business which would revolutionize the advertising industry: in 1876, Ayer pioneered the "open contract" with Diggee & Conard, Philadelphia raised growers and agricultural suppliers. Prior to the open contract, NW Ayer & Sons and most agencies operated as "space-jobbers," independent wholesalers of advertising space, in which the opportunities for graft and corrupt practices were virtually unlimited. In contrast, the open contract, wherein the advertiser paid a fixed commission based on the volume of advertising placed, aligned the advertising agent firmly on the side of the advertiser and gave advertisers access to the actual rates charged by newspapers and religious journals. The open contract with a fixed commission has been hailed by advertising pioneer Albert Lasker as one of the "three great landmarks in advertising history." (The other two were Lasker's own development of "reason-why" advertising copy and J. Walter Thompson's pioneering of sex appeal in an advertisement for Woodbury's soap.) Although the transition to the open contract did not happen overnight, by 1884, nearly three-quarters of Ayer's advertising billings were on an open contract basis. Since Ayer was, by the 1890s, the largest agency in America, the switch to direct payment by advertisers had a significant impact on the advertising industry, as other agencies were forced to respond to Ayer's higher standard. Just as important, the open contract helped to establish N W Ayer's long-standing reputation for "clean ethics and fair dealing" -- a reputation the agency has guarded jealously for over a century. The open contract also helped to establish Ayer as a full service advertising agency and to regularize the production of advertising in-house. From that point forward, Ayer routinely offered advice and service beyond the mere placement of advertisements. Ayer set another milestone for the industry in 1888, when Jarvis Wood was hired as the industry's first full-time copywriter. Wood was joined by a second full time copywriter four years later, and the Copy Department was formally established in 1900. The industry's first Art Department grew out of the Copy Department when Ayer hired its first commercial artist to assist with copy preparation in 1898; twelve years later Ayer became the first agency to offer the services of a full time art director, whose sole responsibility was the design and illustration of ads.

Ayer's leadership in the use of fine art in advertising has roots in this period, but achieved its highest expression under the guidance of legendary art director Charles Coiner. Coiner joined Ayer in 1924, after graduating from the Chicago Academy of Fine Arts. Despite early resistance from some clients, Coiner was adamant that "the use of outstanding palette and original art forms bring a greater return in readership, in impact and prestige for the advertiser." To this end, Coiner marshaled the talents of notable painters, illustrators and photographers, including N.C. Wyeth and Rockwell Kent (Steinway), Georgia O'Keefe (Dole), Leo Lionni (DuPont), Edward Steichen (Steinway, Cannon Mills), Charles Sheeler (Ford), and Irving Penn (DeBeers). Coiner believed that there was a practical side to the use of fine art in advertising, and his success (and Ayer's) lay in the marriage of research and copywriting with fine art, an arrangement Coiner termed "art for business sake." Coiner's efforts won both awards and attention for a series completed in the 1950s for the Container Corporation of America. Titled "Great Ideas of Western Man" the campaign featured abstract and modern paintings and sculpture by leading U.S. and foreign artists, linked with Western philosophical writings in an early example of advertising designed primarily to bolster corporate image. In 1994, Charles Coiner was posthumously named to the American Advertising Federation's Hall of Fame, the first full time art director ever chosen for that honor.

Coiner and fellow art director Paul Darrow also created legendary advertising with the "A Diamond Is Forever" campaign for DeBeers; ads featured the work of Pablo Picasso, Salvador Dali and other modernist painters. The "A Diamond is Forever" tagline was written in 1949 by Frances Gerety, a woman copywriter at Ayer from 1943 to 1970. In 1999, Ad Age magazine cited "A Diamond is Forever" as the most memorable advertising slogan of the twentieth century.

Coiner also earned respect for his volunteer government service during World War II; he designed the armbands for civil defense volunteers and logos for the National Recovery Administration and Community Chest. As a founding member of the Advertising Council in 1945, Ayer has had a long-standing commitment to public service advertising. In the mid-1980s, Ayer became a leading force in the Reagan-era "War on Drugs". Lou Hagopian, Ayer's sixth CEO, brokered the establishment of the Partnership for a Drug-Free America, a media coalition which generated as much as a million dollars a day in donated advertising space and time to prevent the use and abuse of illegal drugs. Famous names appear among NW Ayer's clientele from the very earliest days of the agency. Retailer John Wanamaker, Jay Cooke and Company, and Montgomery Ward's mail-order business were among the first Ayer clients. The agency has represented at least twenty automobile manufacturers, including Cadillac, Chrysler, Ford, General Motors, Plymouth, and Rolls-Royce. Other major, long-term clients through the years have included American Telephone & Telegraph, Canada Dry, Cannon Mills, Hills Bros. Coffee Company, Kellogg's, R. J. Reynolds, Steinway and Sons, United Airlines, and the United States Army. By the time of Ayer's hundredth anniversary in 1969, some of these companies had been Ayer clients for decades if not generations, and the longevity of those relationships was for many years a source of Ayer's strength.

But the advertising industry began to change in the late 1960s and 1970s, due in part to a "creative revolution." Small advertising agencies won attention with provocative copywriting and art direction that more closely resembled art than advertising. Advances in market research allowed clients to more narrowly tailor their advertising messages to distinct groups of consumers, and this led to a rise in targeted marketing which could more readily be doled out to specialized small agencies than to larger, established firms like NW Ayer & Son. The civil rights and anti-war movements also contributed to increasing public skepticism with the values of corporate America, and by extension, with some national advertising campaigns. Older, more conservative firms like Ayer were hard pressed to meet these new challenges.

About 1970, in an effort to meet these challenges and to establish a foothold on the West Coast, Ayer bought out two smaller agencies--Hixson & Jorgenson (Los Angeles) and Frederick E. Baker (Seattle). The agency relocated from Philadelphia to New York City in 1974 in an attempt both to consolidate operations (Ayer had operated a New York office since the 1920s) and to be closer to the historic center of the advertising industry. Riding the wave of mergers that characterized the advertising industry in the late 1980s and 1990s, Ayer continued to grow through the acquisition of Cunningham & Walsh in 1986 and Rink Wells in 19xx.

During this transitional period, Ayer received widespread acclaim for its work for the United States Army, which included the widely recognized slogan "Be All You Can Be". Ayer first acquired the Army recruitment account in 1967 and with help from its direct marketing arm, the agency was widely credited with helping the Army reach its recruitment goals despite an unpopular war and plummeting enlistments after the elimination of the draft in 1973. Ayer held the account for two decades, from the Vietnam War through the Cold War, but lost the account in 1986 amid government charges that an Ayer employee assigned to the account accepted kickbacks from a New York film production house. Despite Ayer's position as the country's 18th largest agency (with billings of $880 million in 1985), the loss of the agency's second largest account hit hard.

NW Ayer made up for the loss of the $100 million dollar a year Army account and made headlines for being on the winning end of the largest account switch in advertising history to date, when fast food giant Burger King moved its $200 million dollar advertising account from arch-rival J. Walter Thompson in 1987. Burger King must have had drive-thru service in mind, however, and Ayer made headlines again when it lost the account just eighteen months later in another record-breaking account switch. Another devastating blow to the agency was the loss of its lead position on the American Telegraph and Telephone account. Ayer pioneered telecommunications advertising in 1908, when the agency was selected to craft advertising for the Bell System's universal telephone service. Despite valiant efforts to keep an account the agency had held for most of the twentieth century, and for which they had written such memorable corporate slogans as American Telephone &Telegraph "The Voice with a Smile" and "Reach Out and Touch Someone", the agency lost the account in 1996.

After a wave of mergers and acquisitions in the late 1980s, the economic recession of the early 1990s hit Madison Avenue hard, and Ayer was particularly vulnerable. Despite the agency's long history and roster of "blue-chip" clients, Ayer was not known for cutting-edge creative work. Moreover, though the agency had offices overseas, Ayer had never built a strong multinational presence, and many of the smaller international offices were sold during the financial turmoil of the 1980s. This left a real void in the new climate of global marketplace consolidation. By about 1990, earnings were declining (although Ayer was still among the top twenty United States agencies in billings), and the agency was suffering from client defections, high management turnover, expensive real estate commitments and deferred executive compensation deals, all fallout of the high-flying 1980s. This was the atmosphere in 1993, when W.Y. Choi, a Korean investor who had already assembled a media and marketing empire in his homeland, began looking for an American partner to form an international advertising network. Jerry Siano, the former creative director who had recently been named Ayer's seventh CEO, was in no position to refuse Choi's offer of $35 million to buy the now floundering agency. The infusion of cash was no magic bullet, however. Choi took a wait-and-see approach, allowing his partner Richard Humphreys to make key decisions about Ayer's future, including the purging of senior executives and the installation of two new CEOs in as many years.

The agency's downward trend continued with the loss of another longtime client, the DeBeers diamond cartel in 1995. Adweek reported that Ayer's billings fell from $892 million in 1990 to less than $850 million in 1995. Several top executives defected abruptly, and the agency failed to attract major new accounts. Ayer was facing the loss not merely of revenue and personnel, but the loss of much of the respect it once commanded. Ayer remained among the twenty largest U.S. agencies, but an aura of uncertainty hung over the agency like a cloud. A new CEO was appointed, and Mary Lou Quinlan became the agency's first woman CEO in 1995. A year later, Ayer and another struggling top twenty agency, D'arcy, Masius, Benton & Bowles, combined as part of the McManus Group of companies. In 1998, the McManus Group had worldwide billings of more than $6.5 billion.

Under the McManus Group, Ayer was able to expand its international operations and begin to rebuild a stronger global presence. Several important new clients were won in 1997 and 1998, including Avon, General Motors, Kitchenaid, several Procter & Gamble brands and, most notably, Continental Airlines worldwide accounts. Born in the nineteenth century, Ayer may be one of a very few advertising agencies to successfully weather the economic and cultural transitions of both the twentieth and twentieth first centuries. Ayer was eventually acquired by the Publicis Groupe based in Paris, France which closed down the N.W. Ayer offices in 2002.

Related Materials:

Materials in the Archives Center

Warshaw Collection of Business Americana (AC0060)

Hills Bros. Coffee Incorporated Records (AC0395)

Provenance:

The collection was donated by N W Ayer ABH International, April 15, 1975 and by Ayer & Partners, October 30, 1996.

Restrictions:

The collection is open for research use.

Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.

Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.

Rights:

Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Topic:

Advertising agencies  Search this

advertising  Search this

Genre/Form:

Business records -- 1840-2000

Interviews -- 1980-2000

Oral history -- 1980-1990

Print advertising

Proof sheets

Proofs (printed matter)

Scrapbooks -- 1840-1990

Trade literature

Tear sheets

Advertisements

Citation:

NW Ayer & Sons, incorporated Advertising Agency Records, Archives Center, National Museum of American History

Identifier:

NMAH.AC.0059

See more items in:

N W Ayer Advertising Agency Records

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep8920ed035-d211-4a58-9047-b31fa79464bd

EDAN-URL:

ead_collection:sova-nmah-ac-0059

Creator:

Sunshine, Sara  Search this

Spanish Advertising and Marketing Service  Search this

Association of Hispanic Advertising Agencies  Search this

Extent:

3.5 Cubic feet (3 boxes)

Type:

Collection descriptions

Archival materials

Storyboards

Video recordings

Posters

Photographs

Advertisements

Audio cassettes

Clippings

Date:

1962 - 2000

Summary:

The Association of Hispanic Advertising Agencies Collection includes advertisements, research, and publications produced by SAMS (Spanish Advertising and Marketing Service), which was founded by Luis Diaz Albertini in 1963.

Scope and Contents:

The collection documents the work of SAMS (Spanish Advertising and Marketing Service). It contains advertising campaign materials such as print advertisements, storyboards, proofs of print advertisements, point of purchase advertisements, audio recordings of radio advertisements, and video footage of television commercials. SAMS created advertising for manufacturers of tobacco, movies, cosmetics, watches, toothpaste, cleansers, food products, and alcoholic beverages, to name a few. SAMS was founded during a time in which the "Spanish speaking" consumer was of growing significance in the American market, and American advertisements increasingly catered to and targeted this audience.

The collection contains extensive explanatory notations written by Sara Sunshine, a Cuban immigrant, who created advertising print, audio, and visuals from the 1960s to 1990s and founder of the co-founder of Spanish Advertising and Marketing Services, the nation's first Latino ad agency.

Arrangement:

The collection is divided into seven series.

Series 1: Storyboards and Scripts, 1970-1995

Series 2: Advertisements, 1962-1974

Series 3: Publications, 1976-1988

Series 4: Marketing Research, 1962-1984

Series 5: Packaging, 1962

Series 6: Ephemera, 1980-1989

Series 7: Audiovisual Materials

Biographical / Historical:

Luis Diaz Albertini founded SAMS (Spanish Advertising and Marketing Service) in 1963. Sara Sunshine was the head copywriter and art executive. The agency had a staff of just four employees. It was the first full-service Spanish language advertising agency in the United States. In 2007, the Association of Hispanic Advertising Agencies was formed. Among its goals was preserving the industry's past and preserving the history of Hispanic advertising. The first archival collection they accepted was the records of SAMS. Originally housed at the University of Maryland, it was transferred to the National Museum of American History in 2015.

Related Materials:

Materials at the Archives Center

Goya Foods, Inc. Records (AC0694)

Provenance:

Donated to the Archives Center in 2015 by the Association of Hispanic Advertising Agencies, through Horacio Gavilan.

Restrictions:

Collection is open for research.

Rights:

Reproduction restricted due to copyright or trademark. Contact the Archives Center for details.

Topic:

Advertising executives -- 1950-2000  Search this

Advertising agencies -- 1950-2000  Search this

Television advertising -- 1950-2000  Search this

advertising -- History -- 1950-2000  Search this

Advertising campaigns -- 1950-2000  Search this

Minorities in advertising -- 1950-2000  Search this

Marketing -- 1950-2000  Search this

Genre/Form:

Storyboards

Video recordings -- 1950-2000

Posters -- 1950-2000

Photographs -- 1950-2000

Advertisements -- 1950-2000

Audio cassettes -- 1950-1990

Clippings -- 1950-2000

Citation:

Association of HIspanic Advertising Agencies Collection, 1962-1995, Archives Center, National Museum of American History.

Identifier:

NMAH.AC.1343

See more items in:

Association of Hispanic Advertising Agencies Collection

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep8a09dc7dd-a82c-469c-ae5b-d24a7000b6fe

EDAN-URL:

ead_collection:sova-nmah-ac-1343

Interviewer:

Center for Advertising History, Archives Center  Search this

Ellsworth, Scott, Dr.  Search this

Creator:

Nike, Inc.  Search this

Names:

Adidas  Search this

Asics  Search this

Nike, Inc.  Search this

Wieden & Kennedy  Search this

Interviewee:

Onitsuka  Search this

Bedbury, Scott  Search this

Bowerman, William  Search this

Brown, John A.  Search this

Champ, Janet  Search this

Clarke, Tom  Search this

Clow, Lee  Search this

Conlon, Jerry  Search this

Davenport, Bill  Search this

Dolan, Liz  Search this

Donohue, Richard  Search this

Farris, Nelson  Search this

Hale, Cindy  Search this

Hoffman, Susan  Search this

Jackson, Bo  Search this

Jaqua, John  Search this

Johnson, Jeff  Search this

Kitami, Shoji  Search this

Knight, Phillip  Search this

McConnell, Pam  Search this

Moore, Charlotte  Search this

Moore, Kenny  Search this

Moore, Peter  Search this

Onitsuka, Kimachiro  Search this

Parker, Mark  Search this

Riswold, Jim  Search this

Robinson, Charles  Search this

Sakaguchi, Tokio  Search this

Stobie, Patsy Mest  Search this

Strasser, Robert (marketing executive)  Search this

Thomashow, Mark  Search this

Wieden, Dan  Search this

Extent:

12 Cubic feet (25 boxes)

Type:

Collection descriptions

Archival materials

Oral history

Videotapes

Tear sheets

Clippings

Audiotapes

Fliers (printed matter)

Advertising fliers

Commercials

Interviews

Place:

Beaverton (Or.)

Portland (Oregon)

Date:

1958 - 1992

Summary:

The Nike Advertising Oral History and Documentation Collection is the result of a two-year study of advertising of Nike athletic shoes. The effort was supported in part by a grant from Nike, Inc. Thirty-one oral history interviews were conducted with advertising, marketing and product development executives at Asics, Nike, John Brown & Co., Chiat/Day/Mojo and Wieden & Kennedy. A variety of related materials were gathered by the Center for Advertising History staff. The objective of the project was to create a collection that documents, in print and electronic media, the history and development of the company and its advertising campaigns.

Scope and Contents:

This collection consists of thirty-one oral history interviews conducted by historian Scott Ellsworth with advertising, marketing and product development executives at Asics, Nike, John Brown & Co., Chiat/Day/Mojo and Wieden & Kennedy and related materials collected by the Center for Advertising History staff. There are audiocassettes (original and reference), 1/4" open reel audiotape (master), 3/4" videotapes, and VHS videotapes.

Arrangement:

The collection is rganized into seven series.

Series 1, Research Files, 1979-1992

Subseries 1.1, Materials Compiled by the Center for Advertising History, 1979-1992

Subseries 1.2, Material Compiled by Nike, 1982-1992

Series 2, Interviewee Files, 1990-1992

Series 3, Oral History Interviews, 1990-1992

Subseries 3.1, Original Audiotapes (audio cassette), 1990-1992

Subseries 3.2, Researcher copies (audio cassette), 1990-1992

Subseries 3.3, Preservation masters (1/4 inch audiotape), 1990-1992

Series 4, Television Commercials, 1977-1990 and undated

Subseries 4.1, Master Copies, 1977-1990 and undated

Subseries 4.2, Researcher copies, 1977-1990 and undated

Series 5, Print Advertisements, 1985-1993

Subseries 5.1, Ad Slicks, 1985-1993

Subseries 5.2, Slides, 1989 and undated

Series 6, Trade Catalogues and Photographs, 1958-1982

Series 7, Administrative Files, 1982-1990

Biographical / Historical:

The Nike Advertising Oral History and Documentation Collection is the result of a two-year study of advertising of Nike athletic shoes. The effort was supported in part by a grant from Nike, Inc. Thirty-one oral history interviews were conducted with advertising, marketing and product development executives at Asics, Nike, John Brown & Co., Chiat/Day/Mojo and Wieden & Kennedy. A variety of related materials were gathered by the Center for Advertising History staff. The objective of the project was to create a collection that documents, in print and electronic media, the history and development of the company and its advertising campaigns.

The consistently high quality of this advertising, its award-winning artistic and creative innovations, and its contribution to the fitness movement in America combine to make this a significant chapter in the history of contemporary American advertising.

One aim of the project was to record the process of decision-making in the creation of successful ad campaigns, a process not often documented in the surviving records. Topics addressed in the oral history interviews include the origins of Nike and Nike advertising, the relationship between corporate culture and advertising, the place of advertising in overall marketing strategy, the development of brand image and identity, the nature of the creative process in producing effective advertising images, the use of athletes as endorsers, and Nikes's impact on the popular culture. Well-known campaigns are examined in depth, including Nikes's, use of the Beatles tune "Revolution", the "I Love L.A Spots" produced in conjunction with the 1984 Olympics, the controversial billboards campaign, the award-winning "Bo Knows" spots, and a series of commercials directed by African-American filmmaker Spike Lee. The collection is also a rich source of visual imagery for researchers interested in the portrayal of athletes, women and African-Americans.

Related Materials:

Materials in the Archives Center

Alka-Seltzer Documentation and Oral History Collection, 1953-1986 (AC0184)

N. W. Ayer Advertising Agency Records, 1849-1851, 1869-1996 (AC0059)

Campbell Soup Advertising Oral History and Documentation Project, 1904-1989 (AC0367)

Cover Girl Make-Up Advertising Oral History and Documentation Project, 1959-1990 (AC04374)

Federal Express Oral History and Documentation Project Collection, 1972-1987 (AC0306)

Caroline R. Jones Collection, circa 1942-1996 (AC0552)

Marlboro Oral History and Documentation Project, circa 1926-1986 (AC0198)

Pepsi Generation Oral History and Documentation Collection, 1938-1986 (AC0092)

Rob and Julie Strasser Collection, 1970-1990 (AC0525)

Provenance:

The collection was donated by Nike, Inc. in 1991 and 1992.

Restrictions:

Collection is open for research but the master (preservation) tapes are stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.

Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Topic:

Women in the advertising industry  Search this

Sports for women  Search this

Sports  Search this

Women in advertising  Search this

Television advertising  Search this

Signs and signboards -- 1970-2000  Search this

Slogans  Search this

Marketing  Search this

Music in advertising  Search this

Commercial art  Search this

Endorsements in advertising  Search this

Broadcast advertising  Search this

Business -- History  Search this

Basketball  Search this

advertising -- History  Search this

Track and field  Search this

Copy writers  Search this

Athletes  Search this

Shoes -- 1970-2000  Search this

Motion picture producers and directors  Search this

African American athletes  Search this

Running -- 1970-2000  Search this

Running shoes -- 1970-2000  Search this

Athletic shoes -- 1970-2000  Search this

Shoe industry -- 1970-2000  Search this

Genre/Form:

Oral history

Videotapes

Tear sheets

Clippings

Audiotapes

Fliers (printed matter)

Advertising fliers

Commercials

Interviews -- 1970-1990

Citation:

Nike Advertising Oral History and Documentation Collection, 1958-1992, Archives Center, National Museum of American History, Smithsonian Institution

Identifier:

NMAH.AC.0448

See more items in:

Nike Advertising Oral History and Documentation Collection

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep82f2adbe0-ae8f-4849-bac5-19e0e1848c55

EDAN-URL:

ead_collection:sova-nmah-ac-0448

Creator:

Procter & Gamble Company  Search this

Leyendecker, J. C., 1874-1951  Search this

Smith, Jessie Willcox, 1863-1935  Search this

Elliott, Elizabeth Shippen Green  Search this

Extent:

10 Cubic feet (30 boxes)

Type:

Collection descriptions

Archival materials

Advertisements

Photomechanical reproductions

Date:

1883-1998

Summary:

Print advertisements covering almost the entire history of Ivory Soap, including advertisements designed by artists including Jesse Wilcox Smith, Elizabeth Shippen Green, and J. C. Leyendecker.

Scope and Contents:

The collection consists of print advertising and publications covering almost the entire history of Ivory Soap. Researchers may use this collection to examine the evolution of advertising strategies and techniques from the very early days of mass-produced brand-name consumer products to the present. From the beginning, Ivory advertisements proclaimed the product's "99 and 44/100%" purity, its ability to float, and its versatility. The collection, however, is much more than a glimpse into advertising history. It is an extremely rich resource for a wide range of cultural studies. Ivory advertising was primarily aimed at women, and it contains many images of women, babies, and young children. The depictions reflect contemporary attitudes toward class structure, race, immigrants and residents of other countries, cleanliness, and domestic relationships. The advertisements often play upon the guilt of women, suggesting that their main concerns should be their husbands, children, and dishpan hands. Many advertisements associate cleanliness with social and religious propriety, physical fitness, and athleticism. There also are many images of men and women performing every-day tasks in gender-defined situations.

Arrangement:

The collection is arranged into two series.

Series 1: Ivory Soap Products Advertisements, 1883-1998, undated

Series 2: Publications, 1883-1969, undated

Biographical / Historical:

In 1837, candle maker William Procter and soap maker James Gamble formed a partnership in Cincinnati, Ohio, to sell their products. The new company prospered, and by 1859 Procter & Gamble sales reached one million dollars. Contracts with the United States Army during the Civil War to supply soap and candles increased Procter & Gamble's customer base and reputation. In 1879, James Norris Gamble, son of the founder, developed an inexpensive pure white soap. A factory worker who forgot to shut off the soap-making machine when he left for lunch inadvertently improved the product. When he returned, the soap mixture was frothy due to the air that had been whipped into it, and the resulting soap cakes floated in water. There was immediate demand for the "floating soap." After considering many names for the new product, Harley Procter, son of the founder, finally named the soap "Ivory" after Psalms 45:8: "All thy garments smell of myrrh and aloes and cassia, out of the ivory palaces whereby they have made thee glad." Chemical analyses of the soap in 1882 revealed that 56/100 of the ingredients were not pure soap. Harley Procter subtracted that amount from one hundred and the slogan "99 and 44/100% pure" was born. The first ads appeared in 1882 in The Independent, a weekly newspaper.

Innovations in production, distribution, and market research contributed to Procter & Gamble's success. Procter & Gamble also developed other products such as Ivory Flakes, Chipso (the first dishwasher soap), and Crisco. By 1945, Procter & Gamble had become a nearly $350 million company. The company also was an innovator in advertising, developing creative print advertisements aimed at different target groups, sponsoring radio shows and comic strips, and airing its first television commercial (for Ivory Soap) during the first televised major league baseball game. Procter & Gamble is now a global company, selling more than 250 products, including Ivory Soap, to five billion customers in 130 countries.

Related Materials:

Several collections in the Archives Center have materials relating to Ivory Soap. The J. Walter Wilkinson Papers contain art he created for Ivory Soap advertisements. The Ivory Soap 1940 Essay Contest Collection consists of documents relating to the contest and its winner, Helen Nixon. The Procter & Gamble Product Packaging Collection, 1940s-1970s, includes Ivory brand products. The Warshaw Collection of Business Americana's "Soap" subject category contains documents relating to Procter & Gamble and other manufacturers. About twenty-five per cent of the advertisements in this collection are reproduced in the Archives Center's digital image library.

Separated Materials:

Artifacts donated to the Division of Medicine and Science.

Provenance:

Procter & Gamble donated this collection to the Archives Center, National Museum of American History, Smithsonian Institution on October 24, 2001.

Restrictions:

Collection is open for research.

Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Topic:

advertising  Search this

Soap  Search this

Genre/Form:

Advertisements -- 20th century

Photomechanical reproductions

Advertisements -- 19th century

Citation:

Ivory Soap Collection, 1883-1998, undated; Archives Center, National Museum of American History. Gift of Procter & Gamble.

Identifier:

NMAH.AC.0791

See more items in:

Ivory Soap Advertising Collection

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep88550648b-e85c-4b62-9ccb-f8e6872e4a86

EDAN-URL:

ead_collection:sova-nmah-ac-0791

Creator:

Bunting, George L., Jr.  Search this

Brinkley, Christie  Search this

Ellsworth, Scott, Dr.  Search this

Colonel, Sheri  Search this

Giordano, Lynn  Search this

Ford, Eileen  Search this

Hall, L. C. "Bates"  Search this

Grathwohl, Geraldine  Search this

Huebner, Dick  Search this

Harrison, Fran  Search this

Lindsay, Robert  Search this

Hunt, William D.  Search this

McIver, Karen  Search this

MacDougall, Malcolm  Search this

Noble, Stan  Search this

Nash, Helen  Search this

Noxell Corporation.  Search this

Bergin, John  Search this

O'Neill, Jennifer  Search this

Oelbaum, Carol  Search this

Pelligrino, Nick  Search this

Poris, George  Search this

Roberts, F. Stone  Search this

Tiegs, Cheryl  Search this

Troup, Peter  Search this

Weithas, Art  Search this

Witt, Norbert  Search this

Names:

Noxzema Chemical Company  Search this

Extent:

15.5 Cubic feet (30 boxes)

Type:

Collection descriptions

Archival materials

Interviews

Business records

Audiotapes

Bumper stickers

Annual reports

Oral history

Black-and-white photographic prints

Press releases

Scrapbooks

Television scripts

Videotapes

Tear sheets

Place:

Hunt Valley (Maryland)

Baltimore (Md.)

Maryland

Date:

1959-1990

Summary:

The Cover Girl Make-Up Advertising Oral History and Documentation Project, 1923-1991, is the result of a year-long study in 1990, which examined the advertising created for Noxell Corporation's Cover Girl make-up products from 1959 to 1990. The objective of the project was to document, in print and electronic media, the history of Cover Girl make-up advertising since its inception in 1959.

Scope and Contents:

Twenty-two oral history interviews (conducted by Dr. Scott Ellsworth for the Archives Center) and a variety of print and television advertisements, photographs, scrapbooks, personal papers, business records and related materials were gathered by the Center for Advertising History staff. The objective was to create a collection that provides documentation, in print and electronic media, of the history and development of advertising for Cover Girl make-up since its inception in 1959.

Collection also includes earlier material related to other Noxell products, including Noxzema, with no direct connection to the Cover Girl campaign.

Arrangement:

The collection is arranged into eight series.

Series 1: Research Files

Series 2: Interviewee Files

Series 3: Oral History Interviews

Series 4: Television Advertising Materials

Series 5: Print Advertising Materials

Series 6: Company Publications and Promotional Literature

Series 7: Photographs

Series 8: Scrapbooks

Biographical / Historical:

George Avery Bunting founded the Noxzema Chemical Company in Baltimore, Maryland in 1917. In the 1890s, he left behind a teaching job on Maryland's Eastern shore to move to Baltimore, where he hoped to pursue a career as a pharmacist. He landed a job as errand boy and soda jerk at a local drugstore, where he worked while attending classes at the University Of Maryland College of Pharmacy. Valedictorian of the Class of 1899, Bunting was promoted to manager of the drugstore, which he purchased. Bunting began to experiment with the formulation of medicated pastes and compounds, which he marketed to his customers. In 1909, he began refining a medicated vanishing cream, which he introduced in 1914. "Dr. Bunting's Sunburn Remedy," an aromatic skin cream containing clove oil, eucalyptus oil, lime water, menthol and camphor, was mixed by hand at his pharmacy. Marketed locally as a greaseless, medicated cream for the treatment of a variety of skin conditions, including sunburn, eczema, and acne, the product was renamed "Noxzema" for its reputed ability to "knock eczema." By 1917, the Noxzema Chemical Company was formed. During the 1920s, distribution of the product was expanded to include New York, Chicago, and the Midwest and, by 1926, the first Noxzema manufactory was built in northwest Baltimore to accommodate the demand for nearly a million jars a year.

Having achieved a national market by 1938, Noxzema Chemical Company executives pursued product diversification as a means to maintain the corporate growth of the early years. In the 1930s and 1940s, line extensions included shaving cream, suntan lotion and cold cream, all with the distinctive "medicated" Noxzema aroma.

In the late 1950s, Bill Hunt, director of product development at Noxzema, suggested a line extension into medicated make-up. Creatives at Sullivan, Stauffer, Colwell & Bayles, Incorporated (SSC&B), Noxzema's advertising agency since 1946, suggested that the advertising for the new product focus on beauty and glamour with some reference to the medicated claims made for other Noxzema products. In contrast to other cosmetics, which were sold at specialized department store counters, Noxzema's medicated make-up would be marketed alongside other Noxzema products in grocery stores and other mass distribution outlets. After experimenting with names that suggested both glamour and the medicated claims (including Thera-Blem and Blema-Glow), Bill Grathwohl, Noxell's advertising director, selected Carolyn Oelbaum's "Cover Girl," which conveyed the product's usefulness as a blemish cover-up, while invoking the glamorous image of fashion models. These three elements of the advertising, wholesome glamour, mass marketing, and medicated make-up, remain central to Cover Girl advertising nearly a half-century later.

Beginning with the national launch in 1961, American and international fashion models were featured in the ads. The target audience was identified as women between eighteen and fifty-four and, initially, the "glamour" ads were targeted at women's magazines, while the "medicated" claims were reserved for teen magazines. Television ads featured both elements. Cover Girl advertising always featured beautiful women -- especially Caucasian women, but the Cover Girl image has evolved over time to conform to changing notions of beauty. In the late 1950s and 1960s, the Cover Girl was refined and aloof, a fashion conscious sophisticate. By the 1970s, a new social emphasis on looking and dressing "naturally" and the introduction of the "Clean Make-up" campaign created a new advertising focus on the wholesome glamour of the "girl next door," a blue-eyed, blonde all-American image. In the 1980s, the Cover Girl look was updated to include African-American, Hispanic and working women.

In January 1970, SSC&B bought 49% of the Lintas Worldwide advertising network. After SSC&B was acquired by the Interpublic Group of Companies in 1979, the entire Lintas operation was consolidated under the name SSC&B/Lintas in 1981. With the Procter & Gamble buy-out of the Noxell Corporation in September 1989, the cosmetics account was moved to long-time P&G agency Grey Advertising, in order to circumvent a possible conflict of interest between P&G competitor Unilever, another Lintas account. In 1989 SSC&B/Lintas, Cover Girl's agency since its launch in 1961, lost the account it helped to create and define, but the brand continues to dominate mass-marketed cosmetics.

This project is the result of a year-long study of advertising created for the Noxell Corporation's Cover Girl make-up products, 1959-1990. The effort was supported in part by a grant from the Noxell Corporation. The target audience was identified as women 18-54, and initially, the "glamour" ads were targeted at women's magazines, while the "medicated" claims were reserved for teen magazines. Television ads featured both elements. Cover Girl advertising has always featured beautiful women (especially Caucasian women), but the Cover Girl image evolved over time to conform with changing notions of beauty. In the late 1950s-1960s, the Cover Girl was refined and aloof, a fashion conscious sophisticate. By the 1970s, a new social emphasis on looking and dressing "naturally" and the introduction of the "Clean Make-up" campaign created a new advertising focus on the wholesome glamour of the "girl next door," a blue-eyed, blonde all-American image. Through the 1980s, the Cover Girl look was updated to include African-American and Hispanic models and images of women at work.

Related Materials:

Materials in the Archives Center

Warshaw Collection of Business Americana (AC0060)

N W Ayer Advertising Agency Records (AC0059)

Separated Materials:

"The Division of Home and Community Life, Costume Collection (now Division of Cultural and Community Life) holds eighty-six cosmetic items and one computer that were also donated by the Noxell Corporation in 1990 in conjunction with the oral history project. These artifacts include lipstick, manicure sets, brushes, make-up, eye shadow, blush, powder puffs, eyelash curler, nail polish, and mascara. See accession number 1990.0193.

"

Provenance:

Most of the materials in the collection were donated to the Center for Advertising History by the Noxell Corporation, 1990. All storyboards and videoscripts, and a large collection of business records and proofsheets were donated by George Poris in June 1990. All mechanicals were donated by Art Weithas in June 1990. (These contributions are noted in the finding aid).

Restrictions:

Collection is open for research but a portion of the collection is stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.

Rights:

Copyright and trademark restrictions.

Topic:

Women in advertising  Search this

advertising -- 1930-1940 -- California  Search this

Cosmetics -- advertising  Search this

Endorsements in advertising  Search this

Beauty culture  Search this

advertising -- 1950-2000  Search this

African American women -- Beauty culture  Search this

Modelling -- 1950-1990  Search this

Sex role in advertising  Search this

Radio advertising  Search this

Television advertising  Search this

Genre/Form:

Interviews -- 1950-2000

Business records -- 20th century

Audiotapes

Bumper stickers

Annual reports

Oral history -- 1990-2000

Black-and-white photographic prints -- Silver gelatin -- 1950-2000

Press releases

Scrapbooks -- 20th century

Television scripts

Videotapes

Tear sheets

Citation:

Cover Girl Advertising Oral History & Documentation Project, 1959-1990, Archives Center, National Museum of American History.

Sponsor:

The project was supported in part by a gift from the Noxell Corporation.

Identifier:

NMAH.AC.0374

See more items in:

Cover Girl Advertising Oral History and Documentation Project

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep89b09e4c7-64e7-4074-b65e-0d097966d1e3

EDAN-URL:

ead_collection:sova-nmah-ac-0374

Author:

Devynck, Thierry  Search this

Wilquin, André 1899-  Search this

Bibliothèque Forney  Search this

Subject:

Wilquin, André 1899-  Search this

Bibliothèque Forney  Search this

Physical description:

131 p. : 155 col. ill. ; 25 cm

Type:

Exhibitions

Place:

France

Date:

1991

20th century

Topic:

Advertising--History  Search this

Posters, French  Search this

Posters  Search this

Call number:

N40.1.W737x D5 1991

N40.1.W737xD5 1991

Data Source:

Smithsonian Libraries

EDAN-URL:

edanmdm:siris_sil_429092

Author:

Heimann, Jim 1948-  Search this

Physical description:

351 pages color illustrations, color portraits 23 cm

Type:

Books

History

Place:

United States

États-Unis

Verenigde Staten

Date:

2005

20th century

20e siècle

Topic:

Advertising--History  Search this

Commercial art  Search this

Nineteen sixties  Search this

Americana  Search this

Publicité--Histoire  Search this

Années soixante (Vingtième siècle)  Search this

Advertising  Search this

Advertenties  Search this

Data Source:

Smithsonian Libraries

EDAN-URL:

edanmdm:siris_sil_1158643

Author:

Falcone Custom Grand Pianos  Search this

Donor:

Pratt, Read and Company  Search this

Creator:

Sohmer & Company  Search this

Collector:

National Museum of American History (U.S.). Division of Musical Instruments  Search this

Names:

Sohmer & Company  Search this

Kuder, Joseph  Search this

Sohmer, Harry J.  Search this

Sohmer, Harry J., Jr.  Search this

Sohmer, Hugo  Search this

Sohmer, William  Search this

Extent:

43 Cubic feet (82 boxes and 11 map-folders)

Type:

Collection descriptions

Archival materials

Photographs

Sales catalogs

Photographic prints

Advertisements

Scrapbooks

Clippings

Journals (accounts)

Ledgers (account books)

Place:

Ivoryton (Conn.)

New York (N.Y.) -- Musical instruments industry

Date:

1872-1989

Scope and Contents:

The records of Sohmer & Co., date from 1872 through 1989. They fall into fourteen series based primarily on function. Legal, financial, inventory & appraisal, manufacturing, marketing, advertising, and sales are the major series. Photographs, awards, family papers, publications about Sohmer, general publications, "miscellaneous" and correspondence are the remaining series. The records are especially strong in the areas of advertising, finances, and marketing. The collection does not contain corporate records, articles of incorporation, executive records, minutes, annual reports, or personnel records such as payrolls or job descriptions.

Arrangement:

The collection is divided into 14 series.

Series 1: Stock and Legal Records, 1882-1985

Series 2: Financial Records, 1887-1962

Series 3: Inventory & Appraisal Records, 1891-1980

Series 4: Manufacturing Records, 1872-1967

Series 5: Marketing, 1901-1989

Series 6: Advertising Records, 1880-1983

Series 7: Sales Records, 1923-1982

Series 8: Photographs, circa 1920-1964

Series 9: Awards, 1876-1976

Serioes 10: Sohmer Family Papers, 1945-1970

Series 11: Publications about Sohmer, 1883-1986

Series 12: General Publications, 1912-1985

Series 13: Miscellaneous Records, 1894-1983

Series 14: Correspondence, 1892-1987

Historical:

When Sohmer & Co. was founded in 1872 by Hugo Sohmer and his partner Joseph Kuder, it became one of 171 piano manufacturers in New York City. Over the next 110 years, Sohmer & Co. was one of the few active and successful family-owned and operated piano-making ventures in the United States. Nationally known for tonal quality and fine craftmanship, the firm's product, in the music trade, came to be referred to as "The Piano-Maker's Piano."

Biographical:

Born to an eminent physician in Dunningen, Wurtemberg, Germany on November 11, 1846, Hugo Sohmer enjoyed a first class education. Riding the last major wave of German immigration, which had brought piano makers such as Albert Weber, George Steck, John and Charles Fischer, and Henry E. Steinway to America, Hugo arrived in New York City in 1862. He became an apprentice in the piano making house of Schuetze & Ludolf. To learn more about European piano making, Hugo returned to Germany in 1868 and travelled extensively throughout Europe. In 1870 he returned to New York and by 1872 the 26 year old Sohmer and his partner, Josef Kuder, began manufacturing pianos in the 149 East 14th Street factory previously utilized by J.H. Boernhoeft and most recently by Marschall & Mittauer.

Josef Kuder, originally from Bohemia, Austria Hungary, learned piano making in Vienna between 1847 and 1854. Kuder arrived in New York in 1854 and became a pianomaker with Steinway & Sons which had been founded in 1853. In 1861 he returned to Vienna; he worked there until returning to New York in 1864, where he worked for Marschall & Mittauer until joining Sohmer.

Concentrating on tonal quality and response, Sohmer & Co. began producing pianos which were recognized in 1876 by an award from the Centennial Exhibition in Philadelphia. In the waning years of the nineteenth century Sohmer & Co. received other awards including a diploma from the Exposition Provinciale in Montreal, Quebec in 1881, the gold medal at the Great New England Fair in Worcester, Massachusetts in 1889, and an award from the World's Columbian Commission in 1893 in Chicago.

By 1883 additional factory space, located on East 23rd Street and formerly used by Carhart & Needham, was occupied to accomodate increased production. In three years this space proved inadequate and forced the renting of an extension to the original factory. The main office and salesrooms were located at 31 West 57th Street in New York City. Meanwhile, in 1884 Sohmer invented the first five foot "baby" grand piano which was applauded for its musical brilliance and depth of tone. In the early 1900's Sohmer produced grand pianos in four sizes: Concert, Parlor, Baby & Cupid.

Limited space and increased production soon became issues again, and in 1887 the company moved its factory and special machinery to Astoria, Long Island. This factory, located at 31st Avenue and Vernon Boulevard, remained in continuous operation until 1982, when the Adirondack Chair Co. bought the building and Pratt Read acquired the company.

During the 1880s a number of letters patent were granted to Sohmer for such piano improvements as the agraffe bar for tone augmentation, and the aliquot string, which were auxiliary strings "arranged in conjunction with the regular strings for the purpose of giving forth reverberatory or sympathetic waves of sound, thus augmenting the general tone results of each unison." (Spillane, History, 256.)

In 1894 Hugo Sohmer took competitor Sebastian Sommer to court for stenciling the name "Sommer" on the fallboard of his pianos. Sohmer declared that "Sohmer" was a trademark used as an emblem to distinguish the piano from others, especially the Sommer piano which he considered inferior. The court in this equity case dismissed the case on the grounds that Sohmer had not proven damages accruing from the advertising and sale of the Sommer piano.

By 1907 Sohmer & Co. was producing 2,000 pianos per year. Additionally, with Farrand & Co. of Detroit, Sohmer was making the Sohmer Cecilian player piano. On June 8, 1913 Hugo Sohmer died in Scarsdale, N.Y.; 20 days later, Josef Kuder died as well. Hugo was survived by his wife, Elizabeth; a daughter, Adelaide S. Weber; and a son, Harry J. Sohmer, born in 1886. Company leadership was assumed by Harry J. Sohmer after Hugo's death.

During the 1920s Sohmer began a special department in its plant for the manufacture of period pianos. According to Harry Sohmer, the 1930s were difficult. He recalled that, once only one piano in 29 days was shipped. The number of American piano manufacturers dropped from 140 to 22 during this time. It was during this time that Harry's cousins, Frank and Paul Sohmer joined the company as consultants. However, through its pioneering efforts in the introduction of a console vertical piano known as a "Spinet," Sohmer revitalized the industry. (Taylor, "Piano Family.") This console vertical piano has been called "The Musicians' Console.

Primarily because of its concentration on the console vertical pianos Sohmer & Co. never cultivated famous performers in the way that Steinway and Baldwin did. While publicly acknowledging that it never entered into the competition for artistic endorsement (an acknowledgement which perhaps worked to its favor), Sohmer & Co. relied upon a most comprehensive and innovative advertising strategy stressing integrity, quality and craftsmanship in the pursuit of the ideal tone and touch.

In 1940 Harry incorporated the company as Sohmer & Co. and led it, with his sons Harry J. Sohmer, Jr., (born 1917) as production manager and Robert H. Sohmer (born 1920), as process engineer. By 1969 Harry Jr. was vice president in charge of production and Robert was production engineer/ treasurer. In 1971 Harry Sr. died and Harry Jr. became president.

In 1982 Pratt Read Corporation, a long established manufacturer of piano keyboards, acquired Sohmer & Co. for an undisclosed amount, and moved the operations to its Ivoryton, Connecticut factory, while retaining the Sohmer name. The Sohmer brothers retained their positions in the company. At the time of its purchase Sohmer & Co. employed 120 people, produced 2500 pianos yearly, and grossed $5 million in sales. Harry J. Sohmer, Jr., grandson of the founder, in expressing his feelings about the move and the Sohmer piano, compared his piano to old New York beers saying that "they were strictly New York products and in a way so were we." He concluded by saying, "We were always identified with this city. Sohmer was a New York piano." (Prial, "Sohmer Piano.")

By July 1983 under Pratt Read's management Sohmer was producing 6 pianos per day, only 50% of the expected capacity according to H.B. Comstock, president of Pratt Read. In 1986 the Ivoryton factory was sold to a group of investors organized as Sohmer Holding Co., who continued to make pianos there until a lack of skilled workers and financial losses forced its closing in December 1988. In an effort to fill the backlog of orders, Sohmer president Tom Bradshaw opened a new facility in Elysburg, Pennsylvania. A retail showroom was maintained in Ivoryton. In 1989, the Sohmer company was sold to the Falcone Custom Grand Piano Company of Haverhill, Massachusetts.

References

Cox, Erin. "Labor Woes a Main Factor in Sohmer Closing," The Pictorial Gazette West, 3 (December 8, 1988), 1, 22.

Dolge, Alfred. Piano and their Makers. 1911; rpt. New York: Dover Publications, 1973.

Loesser, Arthur. Men, Women and Pianos: A Social History. New York: Simon & Schuster, 1954.

Musical Merchandise Review. "Sohmer Pianos Underway at Conn. Pratt Read," July 1983, 91.

The Music Trades. "Pratt, Read Acquires Sohmer & Co. Piano Maker,"August 1982, 18.

Piano and Organ Purchaser's Guide, 1907, 1930. Prial, Frank J. "Sohmer Piano, and 110 Years of Craft, will leave Astoria," New York Times, August 13, 1982, B1, B4.

Purchaser's Guide to the Music Industries. 1956, New York: The Music Trades, 1956, 58 60.

Spillane, Daniel. History of the American Pianoforte: Its Technical Development, and the Trade. 1890; rpt. New York: Da Capo Press, 1969.

Taylor, Carol. "Piano Family Stays in Tune," New York World Telegram & Sun, August 15, 1958.

Materials in the Archives Center, National Museum of American History:

Pratt Read Corp. Records (AC0320)

Chickering & Sons Records (AC0264)

Steinway Piano Co. Collection (AC0178)

Provenance:

Collection donated by Pratt Read Corporation, August 11, 1989.

Restrictions:

Collection is open for research.

Collection is open for research.

Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Topic:

Musical instrument manufacturing  Search this

Piano makers  Search this

advertising -- History  Search this

Keyboard instruments  Search this

Piano  Search this

advertising  Search this

Genre/Form:

Photographs -- 20th century

Sales catalogs

Photographic prints

Advertisements

Photographs -- 1850-1900

Scrapbooks

Clippings

Journals (accounts)

Ledgers (account books)

Citation:

Sohmer & Co. Records, Archives Center, National Museum of American History.

Identifier:

NMAH.AC.0349

See more items in:

Sohmer & Co. Records

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep835d3556b-26b5-4ae0-90bc-8c018159dbb3

EDAN-URL:

ead_collection:sova-nmah-ac-0349

Creator:

Norniella, Isabel, 1938-  Search this

Names:

McCann Erickson  Search this

Ole Television Network  Search this

Publitec  Search this

Extent:

4 Cubic feet (4 boxes)

Type:

Collection descriptions

Archival materials

Business records

Advertising

Newsletters

Letters (correspondence)

Photographs

Interviews

Clippings

Articles

Scrapbooks

Advertisements

Awards

Photograph albums

Date:

circa 1969-2005

Scope and Contents:

The papers document Norniella's life and career in the advertising field, and her Ole Television Network, and include business records, photographs, scrapbooks, photograph albums, advertising, clippings and articles, awards, newsletters, and publicity materials.

Arrangement:

Collection is unarranged.

Biographical / Historical:

Isabel Norniella was born in Cuba in 1938. She graduated with a degree in advertising management from the University of Puerto Rico. After working for several advertising firms, including McCann Erickson, she founded her own, Publitec, in 1969. Her firm has been much awarded, and has had clients including Stokely Van Camp, Cutty Sark, Uncle Ben's, and others. She has also done publicity work with several charities. In 1994 she founded the Ole Television Network.

Provenance:

Donated by Isabel Norniella to the Archives Center in 2017.

Restrictions:

Collection is open for research.

Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Topic:

advertising -- 20th century  Search this

Minority consumers  Search this

Advertising campaigns  Search this

Minorities in advertising  Search this

Advertising executives  Search this

advertising -- 21st century  Search this

Advertising history  Search this

Advertising agencies -- United States  Search this

Genre/Form:

Business records -- 20th century

Advertising -- 20th century

Newsletters -- 21st century

Letters (correspondence) -- 20th century.

Newsletters -- 20th century

Letters (correspondence) -- 21st century

Photographs -- 20th century

Interviews -- 21st century

Business records -- 21st century

Clippings -- 21st century

Clippings -- 20th century

Articles -- 20th century

Scrapbooks -- 20th century

Articles -- 21st century

Advertisements -- 21st century

Awards

Photographs -- 21st century

Advertisements -- 20th century

Photograph albums -- 20th century

Citation:

Isabel Norniella Papers, ca. 1969-2005, Archives Center, National Museum of American History.

Identifier:

NMAH.AC.1417

See more items in:

Isabel Norniella Papers

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep899d46198-db75-494e-8f7e-2476b98521eb

EDAN-URL:

ead_collection:sova-nmah-ac-1417

Sponsor:

Coors Brewing Company  Search this

Creator:

Valdes Zacky, Dolores  Search this

Names:

Arrowhead Puritas Waters, Inc.  Search this

Mitsubishi  Search this

Partnership for a Drug-Free America  Search this

Thompson, J. Walter (advertising agency).  Search this

Vons Grocery Company  Search this

Extent:

2 Cubic feet (2 boxes, 3 oversize folders)

Type:

Collection descriptions

Archival materials

Magazines (periodicals)

Oral history

Storyboards

Proposals

Commercials

E-mail

Press releases

Newsletters

Correspondence

Articles

Awards

Books

Dvds

Photographs

Advertisements

Clippings

Date:

1955 - 1999

Summary:

The collection documents the work of Dolores Valdes-Zacky and her advertising firm Valdes-Zacky Associates, who specialize in the Hispanic consumer market.

Scope and Contents:

The collection includes guidebooks on marketing to Hispanics; business records; letters and emails; photographs; an award; case studies; ad campaign proposals; story boards; press releases; print advertisements for the agency and for its clients, as well as for products; a DVD of commercials; newsletters; magazine and newspaper articles. Some items in the collection relate to Valdes Zacky's work with the J. Walter Thompson firm.

Arrangement:

The collection is divided into two series.

Series 1: Background Materials, 1955-1999

Series 2: Advertising and Marketing Materials, 1989-1999

Biographical / Historical:

Dolores Valdes-Zacky started her career in advertising with the J. Walter Thompson agency. She left to start her own firm, Valdes-Zacky Associates in 1987, specializing in tapping the Hispanic consumer market. Some of the agency's clients have been Mitsubishi Motors, Adolph Coors Company, Arrowhead Puritas Waters, Vons Grocery, and the Partnership for a Drug Free America.

Provenance:

Collection donated by Dolores Valdes Zacky, 2016.

Restrictions:

Collection is open for research.

Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Topic:

Advertising history  Search this

Minorities in advertising  Search this

Advertising campaigns  Search this

Advertising agencies  Search this

Advertising executives  Search this

Women in advertising  Search this

Marketing -- 1950-2000  Search this

Genre/Form:

Magazines (periodicals) -- 20th century

Oral history -- 20th century

Storyboards

Proposals -- 20th century

Commercials -- 20th century

E-mail

Press releases -- 20th century

Newsletters -- 20th century

Correspondence -- 20th century

Articles -- 20th century

Awards

Books -- 20th century

DVDs

Photographs -- 20th century

Advertisements -- 20th century

Clippings -- 20th century

Citation:

Dolores Valdes-Zacky Papers, 1955-1999, Archives Center, National Museum of American History.

Identifier:

NMAH.AC.1394

See more items in:

Dolores Valdes-Zacky Papers

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep80a93d8d7-ce76-4070-ad10-47643f19d912

EDAN-URL:

ead_collection:sova-nmah-ac-1394

Creator:

Tupper, Earl Silas, 1907-  Search this

Tupper Corporation  Search this

Names:

Tupperware Home Parties  Search this

Tupper, Glenn O.  Search this

Tupper, Miles  Search this

Extent:

14 Cubic feet (27 boxes, 1 map-folder)

Type:

Collection descriptions

Archival materials

Letters (correspondence)

Advertising fliers

Business records

Personal papers

Photographs

Business letters

Notes

Clippings

Family papers

Interviews

Date:

2003

1908-1989

Summary:

Papers documenting inventor Earl S. Tupper, his inventions, Tupperware and the Tupper Company.

Scope and Contents:

The collection documents the life of inventor Earl S. Tupper through correspondence, notes, photographs, drawings and sound recordings.

Arrangement:

The collection is organized into five series.

Series 1: Personal Papers, 1910-1989

Series 2: Early Business Papers and Scientific Notes, 1930-1965

Series 3: Tupper Corporation/Tupperware Business, 1908-1983

Series 4: Neil Osterweill Oral Histories and Research Notes, 1926-1989

Subseries 4.1: Research Files, 1926-1989

Subseries 4.2: Original Masters, 1987-1989

Subseries 4.3:Research Copies, 1987-1989

Subseries 4.4:Research Copies, 1987-1989

Subseries 4.5: Preservation Copies, undated

Series 5: Center for Advertising History, Oral History Interviews, 1992

Subseries 5.1: Original Masters, 1992

Subseries 5.2: Research Copies, 1992

Subseries 5.3: Research Copies, 1992

Subseries 5.4: Preservation Copies, 1992

Subseries 5.5: Abstracts and Transcripts, 1992, 2003

Biographical / Historical:

Earl Silas Tupper was born in 1907, to a New Hampshire farming family of modest means. During his youth and boyhood in New England, his mother Lulu Clark Tupper, took in laundry and ran a boarding house, while his father, Earnest Leslie operated a small family farm. Earnest Tupper loved to tinker, developing labor-saving devices for the farm and family greenhouses; one of his devices, a frame to facilitate the cleaning of chickens, was granted a patent. It is from his father that Earl Tupper is said to have developed a love for invention. Even as a boy, Tupper showed an enterprising and entrepreneurial spirit. At the age of 10, Earl discovered he could move more of the family's produce by selling door-to-door, bringing the product directly to the customer.

After high school graduation in 1925, Tupper continued to work in the family greenhouses in Shirley Massachusetts for two years. Tupper was an ambitious young man, though, and he was determined to earn his first million by the time he was thirty. During the twenties, he set out on a number of different paths, including work as a mail clerk and on a railroad labor crew. In 1928, he took a course in tree surgery, with the idea of setting up his own tree surgery and landscaping business. He continued to help out with the family business, and got married in 1931. Through the early thirties, the landscaping and nursery business continued to grow and thrive, despite the Depression, enabling Tupper to pursue some of his ideas and inventions. His scientific notebooks for this period reflect the diversity of his interests. Even after Tupper Tree Doctors was forced into bankruptcy in 1936, Tupper remained optimistic about his ability to develop and manufacture some of his inventions.

In 1936, Tupper met Bernard Doyle, the inventor of Viscoloid, the plastics manufacturing division of DuPont, located in nearby Leominster, Mass. He went to work for DuPont in 1937, but stayed there only one year. Later, Tupper would say it was at Dupont "that my education really began." Tupper took the experience he had gained in plastics design and manufacturing at DuPont, and struck out on his own. In 1938, he formed the Earl S. Tupper Company, advertising the design and engineering of industrial plastics products in Leominster, Massachusetts. Much of the fledgling company's early work was performed under subcontract to DuPont. Business was good during the war, because despite the difficulty of acquiring the raw materials necessary for plastics production for the domestic market, Tupper Plastics was able to garner several defense contracts, molding parts for gas masks and Navy signal lamps.

After the war, Tupper turned his attention to developing plastics for the growing consumer market. Many of his earliest designs, which included plastic sandwich picks, cigarette cases, and an unbreakable tumbler for the bathroom, were offered as premiums with other products. For example, Tek toothbrushes offered the tumbler with purchase of a toothbrush, and cigarette companies and other businesses offered cigarette cases imprinted with their logo.

Plastics was still in its infancy in the forties, and the commercial market for plastics product was limited by plastic's reputation for being brittle, greasy, smelly and generally unreliable. Tupper's contributions were twofold. First, he developed a method for purifying black polyethylene slag, a waste product produced in oil refinement, into a substance that was flexible, tough, non-porous, non-greasy and translucent. Second, he developed the Tupper seal, an airtight, watertight lid modeled on the lid for paint containers. Together, these innovations laid the foundations for the future success of Tupperware. Nevertheless, marketing the new product presented a challenge. Tupper experimented with department store sales, but as Businessweek reported in 1954, "in retail stores it fell flat on its face." It seemed clear that the new lid required explanation or demonstration.

In the late 1940s, Thomas Damigella (in Massachusetts) and Brownie Wise (in Florida) were selling household products through Stanley Home Products. Purchasing through local plastics distributors, both began offering Tupperware as part of their product line, and were moving enough Tupperware to attract Earl Tupper's attention. In 1948, Tupper met with Damigella, Wise, and several other local distributors at a Sheraton in Worcester Massachusetts to discuss a new distribution plan. Modeled on the home party plan pioneered by Stanley Home Products and expanded and refined by Brownie Wise, the home party plan became and remains the exclusive outlet for Tupperware. Wise was named Vice President of the company (named Tupperware Home Parties) in 1951, a position she held until 1958, when Tupper sold the company to Rexall for $16 million.

Tupperware's success stems from the combined genius of Earl Tupper, the self-styled Yankee inventor and entrepreneur and Brownie Wise, the consummate saleswoman and motivator. If Tupper personified reverence for the product, Wise personified respect for the sales force. "If we build the people," she was fond of saying, "they'll build the business." Almost half a century later, their legacy remains an important part of Tupperware's continuing success.

Earl S. Tupper died on October 5, 1983.

Related Materials:

Materials in the Archives Center

Leo Baekeland Papers (AC0005)

DuPont Nylon Collection (AC0007)

J. Harry DuBois Collection on the History of Plastics (AC0008)

Celluloid Corporation Records (AC0009)

Albany Billiard Ball Company Records (AC#0011)

Brownie Wise Papers (AC0509)

Ann and Thomas Damigella Collection (AC0583)

Materials at the National Museum of American History

Tupperware related artifacts are located in the Division of Home and Community Life (now Division of Cultural and Community Life), the Division of Medicine and Science and the Division of Work and Industry. See accessions: 1983.0711; 1984.1098; 1985.3014; 1985.3015; 1987.0180; 1990.3055; 1992.0209; 1992.0605; 1993.0257; 1994.0118; 1994.0124; 1995.0109; 1998.0070; 1998.0220; 2012.0133; and 2014.3077.

Provenance:

The materials were donated to the Archives Center in 1992 by Glenn O. Tupper, Earl Tupper's son.

Restrictions:

Collection is open for research but master (preservation) tapes are stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.

Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Topic:

Plastics  Search this

Plastic container industry  Search this

Plastic tableware  Search this

Product demonstrations  Search this

Business -- History  Search this

Marketing  Search this

advertising  Search this

Inventors  Search this

Genre/Form:

Letters (correspondence) -- 20th century.

Advertising fliers

Business records -- 20th century

Personal papers -- 20th century

Photographs -- 20th century

Business letters

Notes

Clippings

Family papers

Interviews

Citation:

Earl S. Tupper Papers, Archives Center, National Museum of American History, Smithsonian Institution

Identifier:

NMAH.AC.0470

See more items in:

Earl S. Tupper Papers

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep8ad4a9c5b-f0e3-47e5-8cc3-97c5acb9a0a4

EDAN-URL:

ead_collection:sova-nmah-ac-0470

Creator:

Archives Center, National Museum of American History  Search this

Doyle Dane Bernbach.  Search this

Jack Tinker & Associates.  Search this

Manufacturer:

Alka-Seltzer  Search this

Names:

Miles Laboratories, Inc.  Search this

Miles, Franklin, Dr.  Search this

Interviewee:

Beals, Richard  Search this

Case, Eugene  Search this

Chaplin, Charles  Search this

Lawrence, Mary Wells  Search this

Interviewer:

Griffith, Barbara S., Dr.  Search this

Extent:

7 Cubic feet (17 boxes)

Type:

Collection descriptions

Archival materials

Videotapes

Audiocassettes

Publications

Commercials

Motion pictures (visual works)

Audiotapes

Business records

Place:

Elkhart (Ind.) -- 1950-1990

Date:

1953-1987

Summary:

The Alka-Seltzer Oral History and Documentation Project is a result of a one year effort supported, in part, by Miles Laboratories, Incorporated. Twenty-four oral history interviews and a variety of related materials were gathered to document Alka- Seltzer advertising, primarily from the mid-1950s to the 1980s. The project covers "Speedy" Alka-Seltzer, "Oh what a relief it is," "The Blahs," "Alka Seltzer on the rocks," and "I can't believe I ate the whole thing" campaigns

Scope and Contents:

Oral histories with individuals associated with Alka-Seltzer and its advertising campaigns are at the core of the Alka-Seltzer Documenation and Oral History Project. Conducted by Smithsonian Institution staff, the oral histories primarily examine Alka-Seltzer's innovative and memorable print and television commercials. Abstracts exist for each interview.The collection also includes background information, archival materials from Miles Laboratories, Inc., television commercials, storyboards, and company publications.

Arrangement:

The collection is arranged in 8 series.

Series 1: Research Files, circa 1930-1986

Series 2: Interviewee Files, 1986-1987

Series 3: Oral Histories, 1986-1987

Subseries 3.1: Original Interviews

Subseries 3.2: Reference Cassettes

Subseries 3.3: Master Audio Tapes

Series 4: Miles Archives Materials, 1931-1980

Subseries 4.1: Marketing Research and Sales Data

Subseries 4.2: Alka-Seltzer Storyboards and History (Photocopies)

Subseries 4:3: Miles Advertising History and Oral History Program(photocopies)

Series 5: Company Publications, 1960-1986

Series 6: Photographs, circa 1950-1985

Series 7: Alka-Seltzer Posters, 1967-1986

Series 8: Audiovisual Materials

Subseries 8.1: Original Masters

Subseries 8.2: Reference Videos

Biographical / Historical:

The Alka-Seltzer Oral History and Documentation Project is a result of a one year effort supported, in part, by Miles Laboratories, Incorporated Twenty-four oral history interviews and a variety of related materials were gathered to document Alka- Seltzer advertising, primarily from the mid-1950s to the 1980s. The project covers "Speedy" Alka-Seltzer, "Oh what a relief it is," "The Blahs," "Alka Seltzer on the rocks," and "I can't believe I ate the whole thing" campaigns.

Miles Laboratories, Incorporated, the maker of Alka-Seltzer, and Wade Advertising of Chicago established a light-hearted advertising approach with the iconic puppet "Speedy", which had a tablet for a body and a smaller one for a hat. Speedy came to life through stop motion animation, a technique in which each of the puppet's movements was captured on a separate frame of film. The voice of Richard Beals made "Speedy" a distinctive character.

"Speedy" was a mainstay of Alka Seltzer advertising until 1964, when Miles,Incorporated took the account to Jack Tinker & Partners in New York. The agency's work for Alka-Seltzer embodied what came to be called advertising's "creative revolution," replacing the "talking heads" and "hard sell" of earlier advertising with humor, wit, and engaging storylines, even within the limits of a 30 second television spot. In 1969, the Alka Seltzer account went to Doyle, Dane, Bernbach, an agency which changed the look of print advertising during the early years of the "creative revolution." In 1970, Alka-Seltzer moved agencies to Wells, Rich, Greene, where the product's advertising came under the direction of Mary Wells Lawrence. Ms. Lawrence had worked on the Alka Seltzer account while at Tinker and continued Alka Seltzer's reputation for innovative and captivating work. In 1984 they shifted to McCann Erickson.

Provenance:

Collection donated by Miles Laboratories in 1988 and created by the Smithsonian Institution in 1986 and 1987.

Restrictions:

Researchers may use reference copies only. The interview with Charles Chaplin is restricted and may not be copied or quoted until his death.

Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Topic:

advertising -- History -- 1950-1990  Search this

Pharmaceutical industry -- 1950-1990  Search this

Television advertising  Search this

Medicine  Search this

Broadcast advertising  Search this

Business -- History  Search this

Genre/Form:

Videotapes

Audiocassettes

Publications -- Business

Commercials

Motion pictures (visual works) -- 20th century

Audiotapes -- 1950-2000

Business records -- 1950-2000

Citation:

Alka-Seltzer Oral History and Documentation Project, 1953-1987, Archives Center, National Museum of American History, Smithsonian Institution.

Identifier:

NMAH.AC.0184

See more items in:

Alka-Seltzer Documentation and Oral History Project

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep8e8d1c49b-5195-455a-8b65-8d475f101290

EDAN-URL:

ead_collection:sova-nmah-ac-0184

Creator:

Miles Laboratories, Inc.  Search this

Collection Creator:

Archives Center, National Museum of American History  Search this

Extent:

1 Item (Silver gelatin on paper., 10.0" x 8.1")

Type:

Archival materials

Photographs

Date:

Circa 1980

Scope and Contents:

Frames from twelve classic commercials.

Arrangement:

In Center for Advertising History Collection black copy photo notebook page 317. Original color poster exists.

Local Numbers:

AC0184-0000002 (AC Scan No.)

Restrictions:

Unrestricted research use on site by appointment. Photographs must be handled with cotton gloves.

Collection Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Topic:

advertising  Search this

Television advertising  Search this

Genre/Form:

Photographs -- Color photoprints -- 1950-2000

Collection Citation:

Alka-Seltzer Oral History and Documentation Project, 1953-1987, Archives Center, National Museum of American History, Smithsonian Institution.

See more items in:

Alka-Seltzer Documentation and Oral History Project

Alka-Seltzer Documentation and Oral History Project / Series 7: Alka-Seltzer Posters / Alka Seltzer Commercial Classics

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep8bff29d2b-c929-44e0-a4c7-45523f0fc850

EDAN-URL:

ead_component:sova-nmah-ac-0184-ref824

Creator:

Orci, Hector  Search this

Orci, Norma  Search this

Orci Advertising Agency  Search this

Names:

McCann Erickson  Search this

Extent:

3.5 Cubic feet (10 boxes)

Type:

Collection descriptions

Archival materials

Letters (correspondence)

Born digital

Newsletters

Business records

Clippings

Photographs

Training manuals

Slides (photographs)

Programs

Reports

Advertisements

Awards

Oral history

Advertising

Date:

1979-2016, undated

Summary:

The Hector and Norma Orcí Advertising Agency Records document the history, educational, and creative output produced by Hector and Norma Orcí throughout their extensive career in advertising. The Orcís founded their own independent agency in 1986 in Los Angeles. The Orcí Advertising Agency successfully introduced various products to Latinos in the United States and developed a reputation as one of the top advertising agencies to understand the US Latino market. The collection showcases the agency's history and awards, advertising and marketing campaigns, and its role in educating advertising agencies on the importance of the US Latino market.

Scope and Contents:

The collection documents the Orcí Advertising Agency and its work in helping clients market their products to U.S. Latinos, its marketing methods and creative philosophy, and its role in educating other advertising companies about the Latino consumer market in the United States. The collection includes the founding and history of the agency, business records, awards and press clippings, training materials for staff, reports on the US Latino market for various products, training and curriculum materials for a UCLA Extension course on advertising in the US Latino market, account reports, conference materials, slides and photographs, and campaigns and advertising materials developed for clients such as Allstate, Honda, and Pepsi. Video footage of Spanish-language commercials developed by the Orcí Advertising Agency is also part of the collection.

Arrangement:

The collection is divided into five series.

Series 1: Background Materials, 1979-2010, undated

Series 2: Advertising and Marketing Materials, 1986-2003, undated

Series 3: Teaching Materials, 1985-2012, undated

Series 4: Conference Materials, 1984-1999, undated

Series 5: Audiovisual Materials, 1986-2016

Biographical / Historical:

Once employees of La Agencía de McCann-Erickson advertising company, Hector and Norma Orcí founded their own independent agency in 1986. The Orcí Advertising Agency, also known as La Agencía de Orcí & Asociados, is based in Los Angeles. Since its inception, the Orcí Advertising Agency has devoted itself to US Latino marketing and teaching other advertising agencies how to effectively advertise and sell products to US Latinos. The Orcís quickly developed an impressive roster of successful campaigns for major clients and continue to be a well-respected agency in the advertising sector.

Separated Materials:

The Division of Work and Industry holds the following artifacts related to this collection:

Virgin of Guadalupe Painting, Accession #: 2015.0306.01

INS Eagle Painting, Accession #: 2015.0306.02

Don Quixote Figurine, Accession #: 2015.0306.03

Provenance:

Collection donated by Hector and Norma Orcí, 2016.

Restrictions:

Collection is open for research.

Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Topic:

Hispanic American businesspeople  Search this

Hispanic American leadership  Search this

Hispanic American consumers  Search this

Mexican American leadership  Search this

mexican Americans and mass media  Search this

advertising -- Beer -- 1950-2000  Search this

Mexican American business enterprises  Search this

advertising -- 21st century  Search this

Advertising campaigns  Search this

Hispanic American business enterprises  Search this

advertising -- Beverages  Search this

Hispanic American capitalists and financiers  Search this

Advertising history  Search this

advertising -- Soft drinks  Search this

Advertising executives  Search this

Hispanic Americans and mass media  Search this

Advertising agencies -- United States  Search this

Minority consumers  Search this

advertising -- Automobiles  Search this

Hispanic American businesswomen  Search this

Minorities in advertising  Search this

Latinos in American society and culture  Search this

Hispanic Americans -- Press coverage  Search this

Genre/Form:

Letters (correspondence) -- 20th century.

Letters (correspondence) -- 21st century

Letters (correspondence) -- 21st century

Born digital

Newsletters -- 21st century

Business records -- 21st century

Clippings -- 20th century

Photographs -- 20th century

Training manuals -- 21st century

Slides (photographs) -- 20th century

Programs -- 20th century

Clippings -- 21st century

Newsletters -- 20th century

Programs -- 21st century

Reports -- 21st century

Slides (photographs) -- 21st century

Reports -- 20th century

Advertisements -- 21st century

Training manuals -- 20th century

Awards

Business records -- 20th century

Oral history -- 2010-2020

Advertising -- 20th century

Photographs -- 21st century

Advertisements -- 20th century

Citation:

Hector and Norma Orcí Advertising Agency Records, 1979-2016, Archives Center, National Museum of American History.

Identifier:

NMAH.AC.1384

See more items in:

Hector and Norma Orcí Advertising Agency Records

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep82a861536-25d5-4aed-9857-90cfffce228d

EDAN-URL:

ead_collection:sova-nmah-ac-1384

Creator:

Dunn, S. Watson (Samuel Watson), -1997 (Professor)  Search this

Extent:

1 Cubic foot (2 boxes)

Type:

Collection descriptions

Archival materials

Catalogs

Brochures

Advertising cards

Postcards

Fans (costume accessories)

Ephemera

Date:

1840-1986, undated

Summary:

Collection primarily consists of advertisements, ephemera, and promotional materials collected by S. Watson Dunn. In addition, there is literature relating to advertising history, correspondence, phonograph records, and unpublished papers.

Scope and Contents:

Collection primarily consists of advertisements, ephemera, and promotional materials collected by S. Watson Dunn. In addition, there is literature relating to advertising history, correspondence, phonograph records, and unpublished papers. This collection represents a small amount of material relating to Dunn's work as a professor and author. The University of Illinois holds the bulk of his papers. The collection is arranged into four series: Series 1, Advertising Materials and Literature, 1840-1986, undated; Series Series 2, Advertising History File, 1859-1986, undated; Series 3, Correspondence, 1961-1970; and Series 4, Unpublished Papers, 1976.

Arrangement:

Collection is organized in four series:

Series 1, Advertising Materials and Literature, 1840-1984, undated

Series 2, Advertising History File, 1859-1986, undated

Series 3, Correspondence, 1961-1970

Series 4, Unpublished Papers, 1976, undated

Biographical / Historical:

Samuel Watson Dunn was a professor, consultant, and author. He was born on August 24, 1918 in Vanderbilt, Pennsylvania. He held many faculty positions teaching advertising and marketing and served as an industry consultant for major companies including Pacific Telephone & Telegraph, Southwestern Bell, Leo Burnett Company, and Young & Rubicam. He was published widely in scholarly and trade journals and wrote or edited several books. In 1988, among his many awards he was named Distinguished Advertising Educator by the American Advertising Federation. Dunn died on November 24, 1997 at the age of seventy-nine.

Related Materials:

Archives Center, National Museum of American History

NW Ayer Advertising Agency Records (AC0059)

Gordon E. Cole Advertising Papers (AC0371)

Warshaw Collection of Business Americana (AC0060)

Barton Arthur Cummings Papers (AC0421)

Thomajan Advertising Collection (AC0643)

Gladys Reid Holton Ephemera Collection (AC0466)

Materials at Other Organizations

University of Illinois Archives

S. Watson Dunn Papers, 1923, 1937-40, 1943, 1946-96

Provenance:

Donated to the Archives Center by S. Watson Dunn, December 1989.

Restrictions:

Collection is open for research.

Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Topic:

advertising  Search this

College teachers  Search this

Genre/Form:

Catalogs

Brochures

Advertising cards

Postcards

Fans (costume accessories)

Ephemera

Citation:

S. Watson Dunn Advertising Ephemera Collection, 1840-1986, Archives Center, National Museum of American History.

Identifier:

NMAH.AC.0366

See more items in:

S. Watson Dunn Advertising Ephemera Collection

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep8234795cc-296b-486f-bf89-8665ac64e3ff

EDAN-URL:

ead_collection:sova-nmah-ac-0366

Collection Creator:

Dunn, S. Watson (Samuel Watson), -1997 (Professor)  Search this

Type:

Archival materials

Date:

1859-1986, undated

Scope and Contents:

Consist of materials Dunn maintained as a group relating to advertising history. Included are two publications the New Orleans Daily Cresent and Advertising Age. These materials primarily relate to the founders of advertising agencies and are arranged in chronological order.

Collection Restrictions:

Collection is open for research.

Collection Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Collection Citation:

S. Watson Dunn Advertising Ephemera Collection, 1840-1986, Archives Center, National Museum of American History.

Identifier:

NMAH.AC.0366, Series 2

See more items in:

S. Watson Dunn Advertising Ephemera Collection

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep8e862c377-d68b-4b31-a232-5686e1249d39

EDAN-URL:

ead_component:sova-nmah-ac-0366-ref19

Collection Creator:

Dunn, S. Watson (Samuel Watson), -1997 (Professor)  Search this

Container:

Box 2, Folder 1

Type:

Archival materials

Date:

1859

Collection Restrictions:

Collection is open for research.

Collection Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Collection Citation:

S. Watson Dunn Advertising Ephemera Collection, 1840-1986, Archives Center, National Museum of American History.

See more items in:

S. Watson Dunn Advertising Ephemera Collection

S. Watson Dunn Advertising Ephemera Collection / Series 2: Advertising History File

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep861c1b18a-fcf0-49b3-a4d5-c95745a4d243

EDAN-URL:

ead_component:sova-nmah-ac-0366-ref33

Collection Creator:

Dunn, S. Watson (Samuel Watson), -1997 (Professor)  Search this

Container:

Box 2, Folder 2

Type:

Archival materials

Date:

1957-1960

Collection Restrictions:

Collection is open for research.

Collection Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Collection Citation:

S. Watson Dunn Advertising Ephemera Collection, 1840-1986, Archives Center, National Museum of American History.

See more items in:

S. Watson Dunn Advertising Ephemera Collection

S. Watson Dunn Advertising Ephemera Collection / Series 2: Advertising History File

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep88e2381eb-714f-4dbb-a6b7-eb4c8fc3f7d3

EDAN-URL:

ead_component:sova-nmah-ac-0366-ref34

Collection Creator:

Dunn, S. Watson (Samuel Watson), -1997 (Professor)  Search this

Container:

Box 2, Folder 3

Type:

Archival materials

Date:

1961-1962

Collection Restrictions:

Collection is open for research.

Collection Rights:

Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Collection Citation:

S. Watson Dunn Advertising Ephemera Collection, 1840-1986, Archives Center, National Museum of American History.

See more items in:

S. Watson Dunn Advertising Ephemera Collection

S. Watson Dunn Advertising Ephemera Collection / Series 2: Advertising History File

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep8447a87fb-e6f1-49c8-98f6-1a8a193d343d

EDAN-URL:

ead_component:sova-nmah-ac-0366-ref35